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Glenmorangie partners with Miles Aldridge launches new technicolour brand campaign
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Friday, 26 March, 2021, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Glenmorangie Highland Single Malt Scotch Whisky throws open the doors to its wondrous world in a colourful new brand campaign shot by celebrated photographer - Miles Aldridge. Designed to welcome more people to share the simple joy of delicious whiskies, the campaign reimagines six everyday experiences as wonderful moments, with its technicolour palette and cinematic style. Created in partnership with DDB Paris and Miles Aldridge, the campaign, with the tagline ‘It’s kind of delicious and wonderful', invites global audiences to view the world through this new brand campaign.
The brand’s creators are endlessly imaginative in the quest to dream up delicious whiskies. The fruity spirits are displayed in stills as tall as a giraffe, to create more space for taste and aroma. The spirits are aged in the world’s finest casks – all to bring joy to whisky lovers, both old and new. The desire to share this delicious enjoyment more widely, is at the heart of the brand’s campaign. Rooted in the bold orange hue long associated with the brand, its scenes are saturated with colour, a realm in which Aldridge is admired worldwide.
Caspar Macrae, director of marketing and business development, The Glenmorangie Company, said, “There is a simple joy in sharing Glenmorangie’s delicious whisky. Inspired by the brand’s signature orange colour, the new campaign is a visual feast that throws open the wondrous world of Glenmorangie, for all to explore. We hope it will welcome more people to experience the delicious and wonderful way we look at life.”
Addressing how this new campaign resonates with India, Sophia Sinha, head of marketing, Moët Hennessy India, said, “Glenmorangie remains committed to creating delicious whisky for people to have wonderful moments with it. Stemming from this desire, the brand’s new campaign is young, unpretentious, and inclusive, thereby portraying the simple joy of its whisky in such a colourful and unique way.”
Aldridge’s style and precision is evident throughout, each colourful scene enriched by playful visual clues to the brand, including tributes to its spirit animal. The campaign is peppered with little ‘Easter eggs’, little things to find throughout – from anagrams of the brand: ‘A Ginger Lemon’ in the train and ‘Mango Reeling’ as a neon, to the recurring motif of the giraffe, appearing in each of the stills, like little games, almost cameo performances, the campaign is a visual treat and is contrary to the usual representation in whisky campaigns.
Moet Hennessy India will roll out an entire 360 degree campaign staggered across the coming months in line with this new campaign and bring it to life, for its Indian consumers.
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