GIFTING NOT MEETING THE REQUIRED STANDARD
The global launch of the first Harmony collection product was a great success. However, the associated select media gifting strategy was either non-existent in markets or did not meet the brand quality standard of ‘incomparable luxury’ in terms of packaging & design, user experience and stories to share. A new approach was required for greater success for the next release in the collection.
ENGAGING SELECT MEDIA
The Macallan needs to drive desire amongst status experts and recruit these into the brand. Insight of this consumer determines the requirement for the release to first be seen in media they reference and trust. The engagement of select media influencers was very important to get right with this launch.
UNIQUE GIFTING APPROACH
The solution involved the creation of an inspirational Harmony Collection truly unique gift. This gift needed to enhance the new limited edition exclusive for both the domestic and GTR markets whilst elevating the serve ritual. The aim was to ‘wow’ select media in a way that markets can trigger an undeniable excitement with influencers to share the received gift with their followers who are The Macallan’s focus consumer.
THE SUSTAINABLE PACK
The Harmony collection continues to draw inspiration from Macallan’s deep-rooted connection to the natural world and explores the brands future packaging journey. Continuing the brand’s innovative exploration of using organic by-products in packaging, the select media gift is presented in a unique 100% recyclable presentation box made using coffee bean husks, a by-product in the coffee-making process – that would otherwise have been discarded. The pack contains areas for all the serve ritual ingredients whilst easily being able to be adapted for both the domestic and Global Travel Retail expressions, each with their individual flavour notes, bespoke ritual and colour coding.
