The Macallan has launched a major US$2.5m advertising campaign in the US this week, despite the economic uncertainty and predicted slowdown.

Featuring surreal images with full colour page advertisements in top US magazines, such as New Yorker, Esquire and Fortune, the campaign is its largest ever and a major push to strengthen The Macallan's position in the US, its biggest market.

With sales showing double-digit growth in recent years, The Macallan decided to press ahead with the campaign despite the uncertain political and economic situation.

"We are keeping a close eye on developments should the predicted slow down in the country's economy takes place," said David Cox, malts marketing controller.

"But we have experienced steady and increasing demand for the brand in the US and see excellent long-term opportunities," he added.

The campaign called "Lead a more colour life" features a four-strong series of images, a peacock, butterfly, rainbow and umbrella which were taken by Geof Kern, one of the US's top commercial photographers. They will initially feature The Macallan 12-year-old but may be extended to cover other age variants.

"The use of full colour in full-page advertisements reinforces one of the core differences between The Macallan and its competitors, the fact that our product is naturally more colourful," said Cox.