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Glen Rossie
Re-invent a 200 year old whisky brand and create a unique market proposition that would appeal to both UK and international consumers.
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The task
Take a historic, dormant brand and re-interpret so as to connect a 19th Century whisky with a target audience in its late twenties.
The opportunity: Create a truly non-conformist whisky brand aimed at non-stereotypical whisky drinkers – a lifestyle brand as much as a whisky brand.
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Driving the truth
200 years of being unconventional. From the moment Glen Rossie was created with a 90% malt content - which flew in the face of the norm and signaled it as a disruptive brand – to the present day and its rock and roll owner: Francis Rossi.
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Added grip
The branding is a pure product demonstration of the emotional benefit of the brand – rebellion. We built the brand around:
Whisky Punk: Tapping into the spirit of rock and roll and its intimate relationship with whisky – we squared the conundrum the target drinker feels – wanting to drink whisky but not wanting to signal they’re conforming to a life stage. The brand will be driven by its packaging and advertising, so we created packaging that deliberately challenged the conventions. And we created a multi-staged campaign that drove the long-term advertising direction for the brand. |
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| © 2012 Red Route Ltd |
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Registered Office
32-34 Great Marlborough Street
London W1F 7JB |
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info@redrouteagency.com
Call + 44 (0) 207 287 3557 |
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Company Registration No:5372980 |
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