The Glenlivet begins Old Boys Club campaign
Alcohol distribution company Corby Spirit and Wine of Toronto has begun a social media campaign for its The Glenlivet scotch brand called “Old Boys Club.” The campaign is intended to counter stereotypes about drinkers of single malt scotch by illustrating that such consumers are not an old boys’ club. The intent is to attract a wider audience to the brand. The campaign consists of a series of online videos developed by production agency Mad Ruk Entertainment. It will run on Instagram and Facebook until Jan. 31, 2021.
“If we wanted to open up the world of single malt whisky and connect with our younger strategic target, we needed to address the misconceptions around barriers to entry and a number of stereotypes associated with the category,” said Maritza Noriega, senior brand manager for The Glenlivet at Corby. “Gone are the days of single malt being a ‘man’s drink.' We want to show people the new whisky world, one that’s welcoming, inclusive and progressive.”