Pernod Ricard is pushing to position The Glenlivet as ‘the definitive Speyside single malt’, with a considerable marketing push ahead of Christmas.
The campaign will include ads on 350 train station platforms across the UK, page ads in broadsheet newspapers and digital activity, which will be geo-targeted at shoppers near out-of-home ad locations. Pernod Ricard did not give a figure for the drive but said it had “more than doubled” last year’s spend.
The new campaign was “completely different from anything we have done before” said Pernod Ricard UK head of marketing Magin Trewhella. “The artwork is clean, simple, and lets the whisky and historic brand speak for itself.”
Christmas was “a key time for us, so what better time to remind people of the history of our brand” she added.
The activity comes as sales of The Glenlivet Founder’s Reserve, the brand’s biggest seller, are down 6% to £11.8m year on year [Nielsen 52 w/e 9 September 2017].
Pernod Ricard is concurrently running two separate campaigns for its premium spirits portfolio, called ‘Mix With the Good Stuff’ and ‘Expertly Selected Whiskies’, designed to encourage shoppers to trade up on festive purchases.