The Glenlivet - Original By Tradition

The Glenlivet; Pernod Ricard’s flagship single malt Scotch whisky, the only whisky who’s looking to open up the single malt category to a new generation. The Glenlivet’s history of breaking with tradition and celebrates those who aren’t afraid of mixing things up. Launching the brand’s ‘Original By Tradition’ positioning, a spot was created to pay homage to The Glenlivet’s tradition of breaking traditions, which started in 1824 when the founder George Smith was the first distiller in the Livet Valley to go legitimate. The collection of imagery created to support the new positioning by making the ethos relatable through a lifestyle context for 2020. Book colours, fresh aesthetics, new traditions and rituals surrounding the conviviality of single malts for the new generation of single malt ready audiences.