Glenmorangie turns to video to help push its Extra Matured Range, sponsorship of the Open Golf Championships, and get closer ties to bartenders.
If video is the communications medium of today then Glenmorangie is very much on-trend with its new video-led campaign to celebrate what it is calling ‘Old Fashioned Week’ by releasing a short film every day between June 13 and 19 of a different bar tender creating their version of an Old Fashioned in bars across the country.
The campaign has caught The Buyer’s eye as it is an innovative way to shine the spotlight on its on-going sponsorship of the British Open Golf championships, whilst getting closer to its core customers and outlets and operators across the UK on-trade. It is a good piece of communication and demonstrates how a brand can use a high level above the line sponsorship activity, like Glenmorangie’s golf link-up, with good core branding work with the buyers and influencers they rely on to help sell and promote their product in key bars across the country.
There are around 14 different videos in total which are being released across this week which feature drinks writer, Laura Foster, talking and working with different bar tenders to work with the theme “Great Finishes” and create their version of an Old Fashioned using Glenmorangie’s Extra Matured Range that covers Quinta Ruban, La Santa or Nectar D’Or.
Two different types of video have been made. Shorter, 30 second versions meant to be used for short bursts on Twitter and Instagram, and longer 1.5 minute and two-minute versions for a more in-depth viewing.
The Buyer is also including some of the videos on its dedicated Buyer’s TV YouTube channel to highlight the creative work that has been done.
Here is an example of one of the shorter videos filmed at Boisdale, the specialist whisky restaurant chain in London.
Here we travel to Mr Cooper’s House and Garden in Manchester.
And then it is only appropriate we go to Royal Troon, home for this year’s Championships and an example of one of the longer videos that have been produced.
When you are in to the fifth year of such a sponsorship of the Open Championships you have to think of different ways of creating interest and bringing the trade in to it. It is also the first that Glenmorangie is making its Extra Matured range the hero product of the Championships and now the Original as in previous years.
There are a number of bars taking part in Old Fashioned Week which include:
Ace Hotels, London
Happiness Forgets, London
Cartizze, London
Porterhouse, London
Boisdale Canary Wharf, London
Quaglinos, London
Vinothec Compass, London
Mr Coopers, Manchester
Angelica, Leeds
My Hotel, Brighton
The Balmoral Bar, Edinburgh
Ubiquitous Chip, Glasgow
Scotts, Troon (near Glasgow)
