GlenCover

Unnecessarily Well Made

Amplify create a global executional and creative strategy

Challenge

Amplify were challenged to bring the spirit of Glenmorangie's ‘unnecessarily well made’ single malt whiskey to life for the on-trade across key global markets, including Asia, Russia, Europe and America.

Insight

In an age preoccupied by appearances, it’s worth remembering that the hidden detail counts just as much, if not more.

Strategy

Create an engaging, easy-to-use and interactive toolkit to provide inspiration and guidelines for activation and amplification.

Solution

Unnecessarily Well Made

Amplify's initial focus was on creating a strategy that would bring the ‘Unnecessarily Well Made’ proposition to life across multiple worldwide markets, each with their own nuance and requirements. As well as developing a series of physical assets for the markets to use, we created a global toolkit covering everything from event execution and sampling to amplification.

We delivered three internal events in France, showcasing the on-trade strategy. A Glenmorangie area was created to physically bring to life the proposition and show how branding should be used. Demonstrations were given by hostesses on how to use the sampling assets that were provided in the guidelines. Following the success of the global toolkit, markets felt the need for a more targeted approach to help deliver against their specific objectives. At the start of the following year, we were briefed to help develop a product launch into the on-trade in Russia.