Millennial, Gen-X Opps: Pernod Ricard launches limited-edition The Glenlivet set, campaign

Sales Lead: The Glenlivet is leaning on the love of game nights with its recent launch of a limited-edition game night kit.

• The product was made through a partnership with Jonathan Adler.
  • Adler is promoting the set on his owned social channels, and The Glenlivet is doing the same.
  • The brand has also teamed up with other influencers.
• ​​​​​​​This effort is part of a larger "Break From The Ordinary" campaign.
• The brand will likely:
  • ​​​​​​​Continue investing in collaborations and influencer partnerships
  • Return to higher spend
• Target demographic: 
  • ​​​​​​​Millennials and Gen-X

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, The Glenlivet has spent roughly $110.2k on digital ads, a huge decrease from the roughly $824.3k spent by this point last year.
  • YTD data: The brand has earned ~14.3m digital impressions YTD, 53% via Facebook ads, 46% via Instagram ads, and 1% via YouTube ads.
  • Last year: The Glenlivet spent approximately $3.5m on this channel in 2022, up % from the approximately $1.9m spent in 2021.
• Additional channel insights  
  • The brand utilizes digital, Google Ads, Facebook, and online video (via Youtube.com) ads.
  • The Glenlivet holds planning conversations in Q1 and buying conversations in Q4.

Additional agency insights:

• Opportunity: Get in touch soon to see if parent company Pernod Ricard (PR) is in search of brand-specific agency partners to fuel brand awareness for The Glenlivet.
• Current agency roster:
  • Wavemaker​​​​​​​: Media AOR
  • Legacy Marketing Partners: Creative AOR

Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.