Glenmorangie launches inclusive ad campaign
Glenmorangie has launched a bold, colourful advertising campaign to attract new whisky consumers and recognise those ‘who have never felt visible before’.
The single malt Scotch whisky brand has revealed a series of vibrant, surrealist stills and videos as part of its ongoing Delicious and Wonderful campaign, a partnership between Glenmorangie, celebrated British fashion photographer Miles Aldridge and communications agency DDB Paris.
Famous for his eye-catching, rich and colourful style, Aldridge has created a series of saturated, technicolour images that ‘invite the viewer to step even deeper into the world of Glenmorangie’.
Both men and women of different ethnicities are represented enjoying a range of whisky serves in a variety of settings from hot air balloon rides and games of retro pinball to gigantic greenhouses and barbershops.
Caspar McRae, Glenmorangie’s global marketing and business director, said the campaign was launched in response to research that showed consumers considered whisky as ‘not open and inviting to all’.
“Our research in 2019 showed that people knew single malt whisky was great but that it’s also exclusive, formal and for a particular type of person. So we wanted to take away the formality and scripted nature of whisky.
“This campaign is about inviting more consumers in who otherwise would not consider the single malt whisky category because they’ve never been represented or spoken to in a way thats relevant to them.”
Best known for his Vogue fashion shoots and Time covers, the campaign represents Aldridge’s first commercial venture into the world of whisky.
He said the ‘bold vision’ of the campaign represented a different direction for whisky. “The visuals of whisky are very apparent, I don't think I’d be unfair in saying it’s quite a cliché universe of very masculine tropes: hunting, fields, dogs, peat, heavy weather, and the problem with that is it becomes very generic.
“I was really turned on by the boldness of the vision to be so unashamedly not just abut the glass but this gigantic universe.”
McRae added that the campaign was designed to be ‘inclusive without inclusivity being the core focus’.
“Women have been included in various brands’ campaigns but they've been too on the nose in saying ‘look at us, we’re for women’. That's not what we are trying to achieve; we want to be implicit that we’re open for everyone.
“It’s really important to be inclusive – that’s how we want to represent our brand, but it’s also reflective of who the consumer is increasingly being for single malt whisky while also targeting different motivations for enjoying the category.”
