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The Glenrothes is the hidden gem of Speyside. A single malt prized by connoisseurs but unknown to most. Their new prestige positioning ‘Look Beyond’, developed with strategy agency Initials, heroed their whisky’s scarcity and elevated their luxury status.
This new styling, language and brand needed an impactful launch to succeed.
First, we planned a social teaser campaign, building anticipation in The Glenrothes audience of whisky enthusiasts.
We revealed the bold new style through a series of posts, telling key stories piece by piece. Uncovering hidden tales with abstract pieces focused on The Glenrothes’ rich and tumultuous history, iconic bottle shape and provenance, all brought to life with smooth motion.
For the core launch piece, we created a new brand film, encapsulating the new positioning and messages, working from a script developed by Initials.
We partnered 3D VFX experts Revenant in crafting the intricate film, building a highly-detailed visual world. A culmination of the new creative platform and visual identity.
We also created a suite of stills and cutdowns from the film to support the launch.
Finally, we restyled the website, email design and marketing materials, bringing the new identity to life with consistency and precision across all touchpoints.
The launch was met with intrigue and excitement from The Glenrothes’ audience and industry press.
We built on this momentum with a set of beautiful 3D visuals showcasing the product range in the new brand world, and continuing the conversation around Look Beyond.
Client: The Glenrothes