• There has been a recent resurgence of interest of single malt scotch in the Canadian market which Glenmorangie was not benefiting from. Main competitors (i.e. Glenlivet and Glenfiddich) were causing a “Glen-effect”, creating consumer confusion and a lack of understanding of brands’ differentiating elements. We identified simply story telling as a way to combat this “Glen-effect”, by communicating why they were in fact global leaders in scotch production/maturation and what made Glenmorangie “Unnecessarily Well Made”.

• A powerful leverage point was Glenmorangie’s global position as the Official Spirit of the British Open golf tournament. Market and consumer insights showed that Canadians have a long history of love of Golf, so this could be an effective way to create a meaningful connection.

• Lastly, given Glenmorangie’s print creative had a hand-drawn look, creating something hand-drawn in a real way could be another way to stand and really amplify Glenmorangie’s brand identity.

• Our partnership launched with a hand-drawn false front cover of The Globe’s Sports section, published the day leading into The Open (July 16th) to align with The Globe's coverage.

• This execution had never been done and therefore required special approval from the Globe’s senior editors. An artist was sourced for this special drawing, which took over 60 hours to complete. The program extended with a four week sponsored content series of “Unnecessarily well-made” objects - integrating Glenmorangie in a new and unique way each time. This content lived within print and online. The program was amplified even further through Layar (mobile app) call-out within print that allowed readers to access additional video content of Glenmorangie’s Open partnership.

• Results exceeded expectations! The hand-drawn false cover was first of all a huge success in garnering reader attention as it was unlike anything that had ever been done.

• The program led to a significant sales lift, as sales rose 30.4% over the course of the campaign vs. the previous time period.

• The print and digital executions also led to a significant increase of Canada traffic to the Glenmorangie website in July, as it went up +49% compared to previous 6 month average.

• In terms of driving reach and brand awareness, the program garnered over 4MM impressions and effectively communicated to Globe readers our two key communication objectives:

i. Glenmorangie has a deeply rooted history of innovation and craftsmanship in the area of scotch whisky production

ii. Glenmorangie has strong ties to golf and are proud to be the Official Spirit of The British Open