DRIVING BRAND DESIRE AMONGST YOUNGER STATUS EXPERTS
The distinguished luxury brand house of The Macallan needed to drive brand desire amongst younger status experts and recruit them into the brand. Further enhancing The Macallan’s legacy as the ultimate symbol of craftsmanship and creativity amongst a new generation of luxury whisky drinkers.
EXPERIENTIAL END-TO END INNOVATION
Characteristically, ‘experience’ was the key motivator for the project, alongside offering something that went further than just a normal whisky pack for the direct-to-consumer channel – The Macallan online boutique. This end-to-end innovation had to increase consumers knowledge and provide remote access for global consumers to the exclusive Macallan distillery and estate, thus increasing building affinity with the brand.
A DEEP DIVE INTO THE CONSUMER JOURNEY
The compelling result was a direct-to-consumer whisky tasting experience centered around pack and a virtual pre-recorded experience – allowing access for all consumers at a time convenient for them. This project focused on an in-depth look into the design and information needs of the consumer journey. Requiring the creation of every touch point from all aspects of packaging to script writing, filming and production of the online tasting with The Macallan’s master whisky maker Kirsteen Campbell.
A SELL OUT SUCCESS WITH STATUS EXPERTS
Kinship led the innovation approach from early ideation to final delivery resulting in an incredibly engaging packaging design and exclusive hosting page within the website. The launch was a great success amongst the younger status experts further enhancing The Macallan’s legacy as the ultimate symbol of craftsmanship and creativity. This was verified with outstanding sales – the initial 800 pack experiences sold out in a matter of hours.