Original
by Tradition

Image communication

Challenge

Increase sales by recruiting a new, younger, and highly demanding audience, for whom the single malt whisky category is associated with being “old-fashioned.” Break this traditional image and create the first single malt whisky on the Polish market that will be chosen by a new group, thanks to its modern and attractive image.

Insight

The motivation for purchases in the TG (Shiners) group is to be trendy, to stand out — in one word: to shine.

Category insight: single malt whisky is associated with “smoking cigars and drinking whisky in a leather armchair at an oak table.”

People insight: Every element of my life and appearance matters. I consciously choose and use only those things that enhance my image — both in my own eyes and in the eyes of those who look at me.

Strategy / Idea

From: Old fashion (category) To: New fashion (The Glenlivet) By: breaking tradition in every aspect and touchpoint. Globally, The Glenlivet adopted the strategy “Original by Tradition,” meaning “Tradition in breaking tradition.” Our local strategy expanded on this on three levels: 1. Mapping and selecting a new TG (Shiners) – identifying and engaging a younger, style-conscious target group. 2. Connecting with the TG’s passion point (Fashion) – linking the brand to what excites and inspires them. 3. Credibly embodying “breaking tradition” – by breaking norms in every area and aspect of communication.

Execution

The campaign consisted of activities driven by the overarching idea of breaking traditions. By connecting with fashion, we partnered with Tomasz Ossoliński, who designed an exclusive clothing collection and designer socks – added to products instead of the traditional branded glasses. The face of the campaign was Sebastian Karpiel-Bułecka, an artist who breaks musical traditions, perfectly embodying the brand’s message of “Original by Tradition.”

VIDEO CASE, KAMPANIA 360, KREACJA INSPIROWANA WARIANTAMI WHISKY

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ASSETY SOCIAL MEDIA, MODA NA ORYGINALNOŚĆ

Summary

The campaign proved that it’s worth taking risks and going against category norms.

By breaking tradition, we perfectly tapped into the preferences of our target group – as confirmed by outstanding sales and brand image results. We successfully redefined the perception of single malt whisky – transforming it from a distant, serious drink into one that is approachable, fashionable, and lifestyle-oriented.

Awards & Recognitions

Competition: Golden Arrow | Category: Integrated B2C Campaign Award: Gold

Original by Tradition