The Glen Grant

Challenge

Build a memorable, global launch campaign to mark the debut of the Splendours Collection's first expression: The Glen Grant 65-Year-Old. The campaign objective was to establish the brand as a credible premium single malt, thereby increasing awareness among luxury audiences.

Creative

We partnered with renowned artist group Random International to create ‘Seasons’, a live, performative art experience inspired by the infinite cycles of nature in the distillery’s Garden of Splendours and the unique design of the 65-Year-Old decanter.​

The activation spanned four days, captivating high-net-worth individuals, global media, cultural tastemakers, local trade and the public.​ To further establish the brand world, we hosted an ultra-premium global press trip with top journalists at titles such as GQ, Tatler, The Telegraph and more.

Results

Earned: 297 pieces of global earned press coverage
Social: 723k reach, 292% increase in earned social mentions