When you think of a scotch drinker, does out-of-touch white-guy-in-a-suit Ron Burgundy come to mind? If you believe he’s the embodiment of the whiskey fan, then The Glenlivet has some news for you: single malts are not only for members of the “old boys club” – and the brand has a new campaign to prove it.
The Corby-owned brand recently launched a screen test-style video that aims to debunk the stereotypes that many still associate with scotch, and make single malts more approachable, welcoming and inclusive.
In the Instagram and Facebook spot, consumers from all walks of life read cue cards describing the typical scotch enthusiast, such as a grey-haired, high net worth golfer-type or those suave Type A personalities like Mad Men‘s Don Draper.
Maritza Noriega, senior brand manager for The Glenlivet, says that the brand had been working to change perceptions of the libation for a while, especially among women, but decided to …