OBJECTIVES : To drive visibility and
awareness of the most important new product launch in Glenmorangie's history.
To present the brand in an innovative and creative manner that broke the boundaries
of traditional whisky category Point of Sale, and created a "wow" factor for the
brand.
STRATEGY : the unit was used in visual merchandising display units in stores such
as Harrods, the new Terminal 5 in Heathrow airport, and key Asia Travel Retail
hubs. It was also sited in high image on-trade accounts to accentuate the brand's
stature and style at high profile launch events.
