SCOTCH WHISKEY luxury brand Macallan is working on a new marketingcampaign, settolaunch
in October. The $15 million effort will focus on digital, a first for the 194-year-old
The idea is to reach consumers around
the globe with a new digital push and
content strategy that speaks to the brand’s
high quality spirit.
“The goal of the campaign is to drive
a new wave of consumer recruitment for
Macallan in key cities across the world,”
says Glen Gribbon, Marketing Director at
Macallan. “We want to do this in a way
that further underpins the brand’s already
strong luxury and prestige associations.”
Macallan has an unusual challenge. As a
luxury scotch brand with a range of limit-
ed stock aged products, they have to focus
on preserving the brand even as they seek
new customers. In 2007, a bottle of 1926
Macallan was sold at a Christie’s auction
for $54,000. The company’s predicament
is how to attract new customers for its
lower price points, while guarding the
prestige of the brand name.
Product placement has helped in recent
years as the brand has been featured in a
James Bond film, as well as on the television show Suits.
The new campaign will continue this
approach of putting a fresh and modern
face on the old-world charm. The company aims to fortify Macallan as a luxury
leader in the whiskey market, particularly
among new consumers in key markets
around the globe.
Social is at the heart of the new campaign as the company’s social platforms