media & influencers
pieces of global coverage
The Glenlivet Spectra
We partnered with The Glenlivet – the original Speyside single malt – to launch The Glenlivet Spectra, the brand’s most mysterious Scotch to date. Not only were the tasting notes kept secret, but the limited-edition trio of whiskies also came with an immersive digital tasting experience.
With the aim of launching the new whisky collection to global media, we quickly set about planning a multi-sensory launch activation destined to take place in Shanghai. However, like many other PR plans that were made at the start of 2020, we soon came to the realisation that our campaign, quite rightly, would need to change.
Once the realities of the pandemic had set in, we were able to carefully relook at the brief and begin planning a campaign that was sensitive to the ‘new normal’ that we all found ourselves in. Through a combination of media monitoring and careful consideration, we were able to create a launch strategy that was sympathetic to the mood of the nation.
Our plan was to introduce media to The Glenlivet Spectra, and the innovative digital tasting experience that came with it, through a series of virtual events. Hosted by the brand’s Master Distiller, Alan Winchester, we entertained 13 media and influencers across a series of interactive Zoom tasting events over the course of two days.
The series of virtual tasting events alongside a hardworking press office enabled the team to land 23 pieces of coverage in global titles, surpassing KPIs by more than 100%.
Launching The Glenlivet Spectra during the global pandemic meant that the team had to be agile, strategic and sensitive to the news agenda. Adopting new technologies and engaging with media in new ways delivered results that far exceeded client expectations.