TV ad: The Glenlivet Alpha: Master Your Senses

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Publicis London has created an evocative global advertising campaign to support the launch of The Glenlivet Alpha, a new mysterious and rare single malt from The Glenlivet, The Single Malt That Started it All.

The Glenlivet Alpha is released with no age statement, cask information or tasting notes; the first time that an expression from the prestige whisky category has been released without any information. The whisky is presented in a matte black bottle to preserve the mystery and consumers are encouraged to let their senses lead their experience.

The integrated marketing campaign will support this, by allowing consumers to explore The Glenlivet Alpha’s complex flavours through multi-sensory experiences on and offline. It challenges the audience to truly engage their senses by breaking down the single malt flavour to four senses: sight, smell, taste and feel. Each sense is explored in detail in a separate short film, with a fifth film that encompasses all four senses, all directed by James Callahan.

The films drive traffic through to The Glenlivet facebook page where each week a new sensory challenge is unveiled. The challenges were created through a collaboration between Greyworld and Partners Andrews Aldridge. Greyworld is a group of artists who specialise in public art, interactive experiences and playful ideas.
Through engaging with each challenge people can create their own unique visual interpretation of what they believe The Glenlivet Alpha will look, smell, taste and feel like.
Publicis London has also created four press executions, each again exploring the role of the senses, illustrated by Sean Freeman. By using evocative imagery as well as providing hints, the campaign allows consumers to discover The Glenlivet Alpha’s unique taste profile.