US: Pernod Ricard launches Glenlivet “family” campaign in US
The "Family Tree" campaign, which the company said today (7 October) is designed to create awareness of the brand's full range of malts, comprises six print executions each highlighting a different member of the "family".
The executions focus on The Glenlivet XXV, The Glenlivet 12 Year Old, The Glenlivet 15 Year Old French Oak Reserve, The Glenlivet Nadura, The Glenlivet 18 Year Old and The Glenlivet 21 Year Old Archive.
"The Glenlivet is the single malt brand that started it all," said Ron Zussman, brand director for The Glenlivet, Pernod Ricard US. "Our new campaign makes a bold, confident statement about being the original while providing the platform to show off each of the unique malts in our portfolio."
The campaign debuts with a schedule of consumer publications that reach a predominantly male target audience including Esquire, Golf Magazine, Playboy, GQ, Cigar Aficionado and Wine Spectator.
In addition, The Glenlivet will run an advertorial feature in Men's Vogue, Portfolio and GQ magazines.
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