The Glenlivet

The Challenge

The brand had invested in repositioning ATL, but with dormant communications, there were few existing media relationships and a lack of awareness of product story & credentials. The Glenlivet needed to both re-engage media and consumers and drive occasion coverage.

The Articulate Solve

We delivered a quick start press office - developing meaningful relationships to reintroduce and excite media. We also recommended a brand partnership with premium nightwear brand Desmond & Dempsey that would support The Glenlivet's premium positioning, engage consumers and communicate our key in home occasion.

The Campaign

We reached out to key media voices, utilizing our strong spirits / whisky writer relationships and deploying core press office tactics to reintroduce The Glenlivet and remind them about this highly credible brand. We negotiated a partnership with Desmond & Dempsey, creating a Glenlivet collection for sale on their website and via Reserve Bar, going live at the key pre-Holiday sales period.

The Result

We successfully established strong relationships with over 75+ new media resulting in 7x hero product placements over 12MM+ impressions

Increased brand SOV by 500% for the holiday season, garnering 17 total placements, 160MM+ earned media impressions and 750k social impressions.