Whisky has long been presented as a closed territory.
A world of connoisseurs, rituals, and intimidating expertise.
Every brand spoke to the same audience.
In the same tone.
Glenmorangie faced a clear challenge:
how do you recruit beyond the connoisseur?
How do you open the category to people who feel before they analyse, who enjoy before they understand?
The answer was bold: change the tone, not the quality.
With It’s kind of delicious and wonderful, Glenmorangie stepped away from the language of expertise and embraced emotion, pleasure, and spontaneity. A completely new, highly distinctive territory for the category.
Whisky stopped being sacred.
It started being joyful.
Every element of the UK rollout over-delivered against expectations
Awards: Club des DA, Silver // Grand Prix Stratégies, Gold // Art Directors Club of New York, Bronze // D&AD, Wood Pencil // Epica Awards, Gold
