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MASTER FOR YOU - Beverages - Alcohol Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: MASTER FOR YOU, Barcelona, Spain
Company Description: We search and manage masters who develop highly innovative projects for brands.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Beverages - Alcohol

Nomination Title: The Macallan/ Edition No2 launch

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Background/ objectives

The Macallan wanted to globally launch the second expression of the Limited Edition Series with the objective of seeking engagement with HENRY’s (high-earners, not-rich-yet) millennials and generating brand awareness.

The main goal of the series, introduced in The Macallan Edition No.1, is to reveal all the secrets behind its creation to the consumers through a process of total transparency never seen before in the spirits industry.

Our challenge consisted in developing The Macallan Edition No.2 adding a more emotional aspect to the Series while maintaining transparency. We developed a campaign to propel the desire for The Macallan among this consumer generation by offering a different whisky tasting experience.

Strategy

How could The Macallan connect with HENRY millennials? Through a world that fascinates them: gastronomy; one of the territories that has generated the greatest interest recently (75% of millennials express an active interest in haute-cuisine and 40% consider themselves to be “foodies”).

The whole strategy was based on the pillars most valued by the millennials: authenticity, brand storytelling and brands that tell their story with transparency and involvement, this unveils the brand human side and gets them closer to them.

Having all this insights into account, The Macallan Edition No2 series offers total transparency in the whisky making process through an engaging storytelling that reflects the creative and authentic spirit of four experts that share their knowledge to involve HENRYs, as expertise is perceived as an ultimate luxury and something they crave.

Creative idea

We proposed to continue demonstrating transparency in whisky making, but from a different angle to give a more emotional aspect to the Limited Edition Series. So we created a unique whisky with tasting notes defined by real personalities through a creative partnership between Bob Dalgarno, The Macallan whisky maker, and the 3 Roca brothers, chef-founders of Michelin-starred Celler de Can Roca, awarded Best Restaurant in the World 2013 and 2015. The resulting whisky is crafted from seven different cask types handpicked by the collaborators, with a view to representing different aspects of their personalities (Bob focused on sherry notes; Josep on spicy ginger notes; Joan on green wood and toffee; Jordi on light vanilla and citrus). Four extraordinary characters, one exceptional single malt.

Execution

We ran the 360-degree global campaign: concept, R+D, packaging, drink strategy, events, visibility, communication campaign and digital campaign.

Firstly, in order to demonstrate the unprecedented level of transparency, we invited two consumer influencers during the creation of the product in the distillery so they could share their experiences with social media followers in the run-up to the launch.

Afterwards, we launched it globally (35 markets), placing special focus on the main brand markets, Madrid, New York and Mexico, through events of worldwide coverage, attended by VIP guests and specialised journalists, where the product was presented personally by the Roca brothers. At every single event we extolled the power of co-creation through a sensory experience.

Furthermore, we developed a new drink strategy based on a pairing of cocktails and tapas, and revamped the packaging and visual identity to reflect the partnership through a new colour, orange.

Results

-The creative collaboration between these four masters has led to equally extraordinary results up until today. In terms of sales The Macallan had already sold 200k bottles just a few days after the global launch.
-Broadcasting of the Madrid, New York and Mexico City events were present in different types of media: newspapers, magazines and Internet, gaining a significant result:
-Madrid: the greatest ROI (22) achieved in the history of The Macallan. PR value €442k, Media value €147k, Monthly Audience 96MM, +3,6k likes received.
-New York: 25 broadcast, +1.8MM potential social reach, 5.9k Facebook live views and +42k social engagements. Secured 44 media placements, resulting in +82MM total earned impressions.
-Mexico City: 32 Journalists from over 21 media Channels, 18 publications (until April 2nd), ROI $1,7MM, Impacts 1,2MM.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-The Macallan wanted to globally launch the second expression of the Limited Edition Series with the objective of seeking engagement with HENRY (high-earners, not-rich-yet) millennials.
-Our challenge consisted in developing The Macallan Edition No.2 adding a more emotional aspect to the Series while maintaining transparency started with the previous launch.
-We created a whisky with tasting notes defined by real personalities through a creative partnership between The Macallan whisky maker, and the 3 Roca brothers, chef-founders of Michelin-starred Celler de Can Roca, twice awarded Best Restaurant in the World 2013 and 2015.
-We ran the 360-degree global campaign: concept, R+D, packaging, drink strategy, events, visibility, communication and digital campaign.
-Extraordinary results up until today: the greatest ROI (22) achieved in the history of The Macallan with one of the events (Madrid) and sold 200k bottles just a few days after the global launch in 35 countries worldwide.