Seagram's

Glenlivet

Glenlivet needed to create a more attractive brand image in order to reverse a declining market share and increase sales to match category growth. TBWA/Chiat/Day used the brands rich heritage and a wry sense of humor to create a personality readers would want to spend time with.

Results: Research showed the brand was seen in a new light authentic, but approachable, contemporary, but high quality. The ads even succeeded in repositioning other malts as old-fashioned and snobby.

TBWA/Chiat/Day,
New York
Creative Director:    Eric McClellan
Art Director:           David Carter
Copywriter:            Chris Ford
Photographer:        Nadav Kander