Glenmorangie: 'It's quiet.Too quiet.' Glenmorangie quietly confounds the market

Ruth Lees and Jacob Wright

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner).
Agency: 1576Authors: Ruth Lees and Jacob Wright

Glenmorangie

'It's Quiet.  Too quiet.'  Glenmorangie quietly confounds the market

Introduction

This paper is an adaptation of our 1998 Scottish IPA Effectiveness Grand Prix winning paper for Glenmorangie TenYearOld Single Malt. In it we shall argue that a change in Glenmorangie's advertising strategy, developed by 1576 Advertising together with a media strategy by MediacomTMB Scotland, is responsible for the significant increases in performance since 1997 when 1576 Advertising took over the account. The change in advertising strategy was, broadly, to target a more mainstream, younger consumer by giving the brand...

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