Creating Debate for The Glenlivet

06/05/2009 - London

Our principle strategy with The Glenlivet was an understanding that our audience would not respond well to content with little depth, however well designed or innovative.

The Glenlivet's target audience is typically male drinkers aged 45-64 and at this age and level of education, the majority of our audience would be deeply sceptical of overt positioning of The Glenlivet. What they wanted was communications that would genuinely interest them and information that would give them status within their peer group.

We wanted to talk to them around the subject of whisky and start a conversation with our audience, allowing them to establish their own associations with The Glenlivet and build brand consideration.

So, we devised an ongoing communications plan around in-depth articles about whisky, its traditions and background. Research gave us excellent starting material, from which we crafted detailed articles on a variety of whisky-related features. These articles range from whether or not to put ice in your whisky to the portrayal of whisky in film and literature.

The idea has worked wonderfully, for example our first article; "Ice of No Ice" generated over 250 comments and began a wonderful debate over whether adding ice to your single malt was an acceptable method of cooling the drink or an unforgivable act for a drink considered sacrosanct.

Interested in how we can start debate and conversation for you brand? Contact us now