Whisky can be intimidating. A male world, driven by experts and codes, where knowledge bullies make new drinkers feel unwelcome. Glenmorangie didn’t want to be just one of the Glens. How could they stand out and make new customers know that they celebrate wonder as an attitude, as a way to approach life? This 2nd edition of the “Delicious and Wonderful” wants to pursue this objective.

Rooted in the bold orange hue long associated with the brand, the scenes are saturated with colour. We wanted to create a more wonderful version of reality, to build an inspirational yet approachable world. Despite wanting to create playful and pop visuals, we had to keep a premium feeling. While embracing a vintage look, we wanted to remain modern and timeless.

The campaign has a strong cinematic atmosphere. We built huge detailed sets in studio from scratch : from a sand dune, to a handmade personalized pinball machine, and a 7-meter high greenhouse.

The campaign scored 5 stars in China & US, delivering good brand resonance and engagement (out of 5 for long-term growth predictions), comfortably above the US and Chinese norms.

The campaign has a good emotional profile: happiness is generated through the aesthetics of the ad (the music, colors, characters), conveying more emotional and luxury tonality. The “It’s kind of delicious and Wonderful” tagline resonates strongly – driving excellent emotion and memory.

Since the launch of the first edition of the campaign It’s Kind Of Delicious And Wonderful in 2020, the brand’s sales have grown 20 per cent by volume and 40 per cent by value – an increase which the Glenmorangie team attributes predominantly to the campaign.