Objective: Recruit a younger target audience to a brand.
The Glenrothes’ new Soleo Collection provided an opportunity to engage a millennial-mindset consumer in a brand typically enjoyed by Gen X.
Insight:
Millennials value honesty and transparency from brands – they want to be shown, not told. They also crave unique and exclusive experiences.
Stirring emotion:
Dare a millennial mindset audience to be truly honest at the launch of the Soleo Collection.
Solution:
For one night only, The Glenrothes Honesty Bar popped up in London allowing guests to enjoy the new collection without a price list in sight. A listings sell in and media partnership with The Nudge raised awareness of the launch and drove ticket sales.
