Challenge
Educate media and consumers on the importance of The Macallan's natural color with the latest whisky in its limited edition series: Edition No. 5.
Educate media and consumers on the importance of The Macallan's natural color with the latest whisky in its limited edition series: Edition No. 5.
Campaign
We partnered with the Pantone Color Institute to create a new color that represented the complexity of The Macallan's whisky making process to only use natural color. Introducing The Macallan Edition Purple.
We partnered with the Pantone Color Institute to create a new color that represented the complexity of The Macallan's whisky making process to only use natural color. Introducing The Macallan Edition Purple.
To launch The Macallan Edition No. 5 and The Macallan Edition Purple, we created a consumer-facing immersive activation, titled ‘The Macallan Whisky & Color Experience' and designed to look like a giant whisky cask. The experience spanned across 3 days (Wednesday, Sept 18 - Friday, Sept 20th) within the iconic Oculus at Westfield World Trade Center, taking media, influencers, and consumers through the process of whisky and color creation.
Results
The launch earned over 91MM impressions in over 25 media placements (and growing) across top tier luxury, whisky, f&b, lifestyle and New York local outlet. Over 3,720 consumers attended the event, and we saw an estimated 23 M potential impressions from event social posts highlighting The Macallan Whisky & Color Experience.
The launch earned over 91MM impressions in over 25 media placements (and growing) across top tier luxury, whisky, f&b, lifestyle and New York local outlet. Over 3,720 consumers attended the event, and we saw an estimated 23 M potential impressions from event social posts highlighting The Macallan Whisky & Color Experience.
Awards
The SABRE Awards 2020
Winner, Consumer Goods, Beverage
The SABRE Awards 2020
Winner, Consumer Goods, Beverage
Digiday Video Awards 2020
Shortlist, Best Brand Film, Single
Shortlist, Best Brand Film, Single
Shorty Awards 2020
Audience Honor, Wine, Beer & Spirits
Audience Honor, Wine, Beer & Spirits
The Innovation SABRE Awards 2020
Shortlist, New to Market, Best Product Launch
Shortlist, New to Market, Best Product Launch
The Webby Awards 2020
Shortlist, Video Integrated Campaign (Branded) 2020
Honoree, Advertising, Media & PR Food & Beverage 2020
Shortlist, Video Integrated Campaign (Branded) 2020
Honoree, Advertising, Media & PR Food & Beverage 2020
PRWeek US Awards 2021
Shortlist, Best Consumer Launch
Shortlist, Best Consumer Launch
Creative Director
