The Whisky category can be intimidating. A male world, driven by experts and codes, where knowledge bullies make new drinkers feel unwelcomed. Glenmorangie was lost in a sea of sameness, hard to notice, but didn’t wanted to be just one of the Glen’s. How could they stand out and make new customers know that they celebrate wonder as an attitude, as a way to approach life? This launch marks the 2nd edition of the “Delicious and Wonderful” campaign, in order to pursue this objective.

With a very cinematic and theatrical approach in the pictures, the scenes show references to the work of Miyazaki, Fellini or even David Lynch. Creating intriguing, yet wonderful universes to invite the audience to share a glass of whisky. We wanted to have a vintage feeling mixed with a modern look in our colourful sets to reflect the “Delicious and Wonderful” world of Glenmorangie, always on the edge of reality and magic.

The campaign scored 5 stars in China & US, delivering good brand resonance and engagement (out of 5 for long-term growth predictions), comfortably above the US and Chinese norms.

The campaign has a good emotional profile: happiness is generated through the aesthetics of the ad (the music, colors, characters), conveying more emotional and luxury tonality. The “It’s kind of delicious and Wonderful” tagline resonates strongly – driving excellent emotion and memory.

Since the launch of the first edition of the campaign It’s Kind Of Delicious And Wonderful in 2020, the brand’s sales have grown 20 per cent by volume and 40 per cent by value – an increase which the Glenmorangie team attributes predominantly to the campaign.