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.
Millennials value honesty and transparency from brands – they want to be shown, not told. They also crave unique and exclusive experiences.
Dare a millennial mindset audience to be truly honest at the launch of the Soleo Collection.
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.