The campaign is centred on Jack Morton’s ‘Stick or Twist’ creative concept which focuses on the Scottish whisky’s brand story while offering a twist on tradition.
The ‘Stick or Twist’ idea invites customers to try the brand’s Original line by either sticking to the neat serve or twisting with ice and a twist of orange.
Sébastien Gratiot, Glenmorangie global brand manager, said: “The new on-trade campaign is an important marketing push for the brand. We’re excited to create this intriguing new program with Jack Morton globally, which brings to life the unique qualities of the brand.”
Adam Azor, senior vice president of digital and integrated marketing at Jack Morton Worldwide added: “In a cluttered environment, ‘Stick or Twist’ is a disruptive promotional campaign that will challenge the audience to trial this wonderful whisky.”
The campaign will run until the end of the year and includes a range of elements which can be localised for each market Glenmorangie operates in.