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The Glenlivet Alpha

Publicis London helped The Glenlivet make whisky history with the launch of the Master your Senses campaign. The global advertising campaign was created to support the launch of The Glenlivet Alpha, a new mysterious and rare single malt from The Glenlivet, The Single Malt That Started it All.

The Glenlivet Alpha was released with no age statement, cask information or tasting notes; the first time that an expression from the prestige whisky category has been released without any information. The whisky is presented in a matte black bottle to preserve the mystery and consumers are encouraged to let their senses lead their experience.

The integrated marketing campaign supports this, by allowing consumers to explore The Glenlivet Alpha’s complex flavours through multi-sensory experiences on and offline. It challenges the audience to truly engage their senses by breaking down the single malt flavour to four senses: sight, smell, taste and feel.