IMAGERY FOR A NEW GLOBAL CONSUMER
The Macallan needed to drive salience amongst a younger whisky target consumer, using imagery that would engage a new global younger consumer.
TAKING A DIFFERENT APPROACH
Younger whisky consumers live in a world that is full of imagery. The Macallan needed to take an approach that was inspired from the timeless design cues of luxury and stood out from other whisky brands imagery. Telling the occasion story for single malt enjoyment was a way to cut through – something not common from other brands.
UTILISING THE OCCASION
A new confident approach to the photography styling was delivered for the new brand world, using The Macallan Trilogy, three products at the core of the portfolio. The solution was a set of premium lifestyle photographs, with each expression telling a different story relating to a different occasion and time of day, whilst showcasing the new packaging in a bold and modern way.