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Advertising + Representation
The Glenrothes is known for its quality, broad taste appeal, and distinctive packaging.
When The Glenrothes launched its ultra-premium single cask, 36 year old bottle of whisky, it selected the New Yorker (Condé Nast) as a media partner to launch this highly limited release (168 bottles); and selected New Yorker artist, Maddie Dai, to design the packaging.
DMA United was tasked with disrupting the "normal" way that spirit brands go to market. Accordingly, DMA United designed and implemented a multi-dimensional marketing campaign, including advertising, live experiences and events, and a digital platform - all designed to provide The Glenrothes with an authentic storytelling element to amplify the messaging and value proposition, as well as utilize a digital asset to continue the dialog with the customer beyond the launch and initial purchase.
The campaign included several consumer touchpoints, including: collaborations, packaging design, digital and out of home advertising, a live event, and an ongoing immersive space in Manhattan.
Further, DMA United managed a white glove service to assist bottle holders with redemption of their NFTs; and designed and implemented a strategy to further engage owners - including invitations to special events, ongoing gifting opportunities, and access to the private distillery in Rothes.
Strategy
Multi-Media Development
Partnerships + Alliances
Campaign