Renowned photographer Rankin has teamed up with The Glendronach Distillery for a stunning new campaign. The ‘Raise Expectations’ campaign celebrates the rich heritage of the single malt Scotch whisky in a fresh and unique way. By combining Scottish roots with Spanish flamenco influences, Rankin’s visuals offer a bold and captivating narrative.
Rankin, excited about the project, said, “I just loved the initial idea that Southpaw presented. I know the whisky sector well, and this felt genuinely different and exciting to me.” The campaign not only highlights the whisky’s flavour but also aims to captivate both old and new audiences.
Rankin’s Unique Vision
Renowned photographer Rankin, known for his striking imagery, has lent his vision to a new campaign for The Glendronach Distillery. The campaign, dubbed “Raise Expectations,” celebrates the rich heritage and bold character of the single malt Scotch whisky, while adding a fresh, modern twist. Rankin’s involvement brings an authentic touch, connecting his Scottish roots to the traditional Highland spirit.
Rankin expressed his excitement, noting, “I just loved the initial idea that Southpaw presented. I know the whisky sector well, and this felt genuinely different and exciting to me.” His passion is evident in the campaign’s visuals, which blend Scottish tradition with Spanish flamenco flair, creating a unique and captivating narrative.
The Concept of ‘Sherry Crescendo’
Central to the campaign is the concept of the “sherry crescendo,” a powerful visual metaphor. This element highlights The Glendronach’s distinctive maturation process in Spanish sherry casks. The imagery captures the essence of the whisky’s flavour profile, which features a dramatic crescendo of sherry notes.
The visual representation of the “sherry crescendo” is further enhanced by the performance of Spanish dancer Rocio Dusmet Orellana. Her movements bring the concept to life, adding a dynamic and sensory-rich layer to the campaign. These visuals are not just striking; they are designed to evoke the rich, complex taste of The Glendronach whisky.
Two shorter films, each 15 seconds long, have also been produced. One focuses on the intricate flavour journey of the whisky, while the other celebrates the dynamic marriage of Highland spirit and Spanish flair. These films, along with the main 30-second brand film, ensure a multifaceted presence across various media platforms.
Creative Contributions from Southpaw
The creative force behind the campaign is Southpaw, a strategic creative agency. Their brand strategy for The Glendronach aims to redefine the brand’s philosophy and tone of voice. The collaborative effort with Rankin has resulted in a visually stunning campaign that merges tradition with modernity.
Claire Lambell, managing director of Southpaw, stated, “Our collaboration with them and the amazing talents of Rankin has resulted in an authentic and visually stunning campaign.” The campaign’s visuals are aimed at capturing the essence of The Glendronach, blending Highland heritage with Spanish influence.
Campaign’s Social Media Strategy
The social media strategy for the “Raise Expectations” campaign is designed to celebrate the brand’s reinvigoration. By utilising digital channels, The Glendronach aims to reach both whisky aficionados and new enthusiasts. The visually captivating assets are adapted into shorter six-second formats for digital use, including HTML banners.
Additionally, talking head motion films are included to elaborate on The Glendronach’s legacy and craftsmanship. These elements ensure that the campaign not only highlights the whisky’s flavour but also its rich history. The refreshed visual identity and packaging reflect The Glendronach’s commitment to raising expectations, a philosophy that has been part of the brand for nearly 200 years.
The Role of Visual Identity
The refreshed visual identity and packaging are designed to bring The Glendronach into a contemporary space while honouring its heritage. The new design features a curated brand pattern depicting bramble thorns, which pays homage to its namesake, “Valley of the Brambles” in Scots Gaelic. This addition enriches the design with a sense of place and heritage.
Andrew Watson, global brand director, commented, “In collaboration with our creative partners, we have developed a transformational new campaign for The Glendronach. We’ve crafted a visually striking campaign, merging the Highland spirit with Spanish flair.” This modern approach aims to capture the essence of The Glendronach’s unique blend of tradition and innovation.
The updated packaging and visual identity are not just about aesthetics; they are meant to reflect the brand’s long-standing philosophy. By incorporating elements like the bramble thorns, the design connects the whisky’s rich history with its modern, elevated identity.
Capturing Heritage and Innovation
The campaign successfully captures the blend of heritage and innovation that defines The Glendronach. By merging Scottish tradition with Spanish influence, the campaign creates a powerful narrative that speaks to the whisky’s complex flavour. It’s a visually and sensorially rich experience that aims to resonate with both existing fans and new audiences.
The collaboration between Rankin and Southpaw has resulted in a campaign that is as authentic as it is innovative. The visuals are not only stunning but also meaningful, designed to capture the essence of The Glendronach’s unique character. This approach ensures that the campaign stands out in a crowded market.
Ultimately, the “Raise Expectations” campaign aims to elevate The Glendronach brand, highlighting its distinctive blend of robust Highland spirit and the flamboyance of Spanish sherry casks. It’s a celebration of the whisky’s rich heritage and its place in the modern world.
Speaking to a New Audience
The campaign is not just about highlighting the whisky’s flavour profile; it’s also about reaching a new audience. By blending tradition with modern elements, The Glendronach aims to intrigue and captivate younger whisky enthusiasts. The visually stunning campaign is designed to appeal to a broad demographic, from seasoned connoisseurs to curious newcomers.
The use of social media and digital channels ensures that the campaign has a wide reach. The captivating visuals and dynamic storytelling are tailored to engage audiences across different platforms. This modern approach reflects The Glendronach’s commitment to evolving with the times while staying true to its heritage.
The
Raise Expectations” campaign brilliantly captures the essence of The Glendronach’s character and heritage. By marrying Scottish tradition with Spanish flair, it offers a unique and engaging narrative that stands out. The campaign is set to elevate the brand’s image and appeal to a diverse audience.
Rankin’s involvement and Southpaw’s creative direction have produced a visually stunning and meaningful campaign. It showcases the intricate flavour journey and the meticulous craftsmanship behind each bottle of The Glendronach. The campaign not only celebrates the whisky’s rich history but also its place in the modern world.