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Published on: April 19, 2021, 2:35 a.m.
Glenmorangie’s delicious campaign
  • Aldridge’s style and precision is evident throughout, each colourful scene enriched by playful visual clues to the brand, including tributes to its spirit animal

By Suman Tarafdar

If it’s a Miles Aldridge campaign, fluorescent colours, glamour and cinematic images with a heightened experience of living life large is de rigueur, isn’t it? It’s no surprise then that the latest campaign by 1964-born British photographer for Glenmorangie Highland Single Malt Scotch Whisky amply reflects his hallmarks.

Created in partnership with DDB Paris and Miles Aldridge, the campaign, with the tagline – ‘It’s kind of delicious and wonderful’, invites global audiences to view the world through Glenmorangie’s eyes. Designed to welcome more people to share the simple joy of Glenmorangie’s delicious whiskies, the campaign reimagines six everyday experiences as wonderful moments, in technicolour of course.

“There is a simple joy in sharing Glenmorangie’s delicious whisky,” explains Caspar Macrae, director, marketing & business development, The Glenmorangie Co, part of the Louis Vuitton Moët Hennessy group. “Inspired by the brand’s signature orange colour, the new campaign is a visual feast that throws open the wondrous world of Glenmorangie, for all to explore. We hope it will welcome more people to experience the delicious and wonderful way we look at life.”

While it is a global campaign, Sophia Sinha, head, marketing, Moët Hennessy India, explains how the campaign connects with India. “Glenmorangie remains committed to creating delicious whisky for people to have wonderful moments with it,” she acknowledges. “Stemming from this desire, the brand’s new campaign is young, unpretentious, and inclusive, thereby portraying the simple joy of its whisky in such a colourful and unique way.”

Aldridge’s style and precision is evident throughout, each colourful scene enriched by playful visual clues to the brand, including tributes to its spirit animal. The campaign is peppered with little ‘Easter eggs’, little things to find throughout – from anagrams of Glenmorangie: ‘A Ginger Lemon’ in the train and ‘Mango Reeling’ as a neon, to the recurring motif of the giraffe, appearing in each of the stills, like little games, almost cameo performances, the campaign is contrary to the usual representation in whisky campaigns.

“I was an integral part of the team that developed the campaign and I would like to think that my philosophy of whisky-making kicked the campaign off,” says Bill Lumsden, director, distilling & whisky creation, The Glenmorangie Co, who has just completed 25 years with the company. “I've always said to people when I'm out in the market, ‘I can give you a two-hour lecture on the intricacies of biochemical degradation of starch in the mash tun, if that’s what you really want, but the main thing is what does it actually taste like?’ Please don’t worry too much about the technicalities, just enjoy the fact that it’s absolutely delicious. It is a truly wonderful whisky, so I like the fact that the brand campaign has taken that idea and elevated it to a global to appeal to different consumers around the world. The new campaign is meant to help people understand that the primary reason to drink single malt Scotch is pleasure."

Moet Hennessy India will roll out a 360-degree campaign staggered across the coming months in line with this new campaign. While the campaign will appear globally in print, digital, digital out-of-home and social media, the strategy for the Indian market will differ on the basis of local restrictions, with a mix of digital and social media, retail and trade visibility, events and activations in travel retail.

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