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| The Macallan(R) Single Highland Malt Breaks New Global Advertising Creative Campaign<
The Macallan Single Highland Malt, the world's fourth largest single malt Scotch whisky, today breaks a new global media campaign that positions the brand as "the world's most precious whisky." Four new creative executions featuring catchy and bold copy lines will break in targeted upscale U.S. publications in November 2003. An out-of-home campaign will follow the print launch in key U.S. whisky markets. Beginning in early 2004, the creative will launch globally in core European markets, Taiwan and Duty Free. "The Macallan consistently commands one of the highest retail price points of any malt, and currently the demand is outstripping supply," said Mark Izatt, United States brand manager. "The Macallan's increasing consumer demand, consistent critical acclaim and overall position in the category gives us the license to declare we are the world's most precious whisky. Our new advertising campaign will help the brand become the most valuable single malt in the eyes of the consumer." BizVantage – Serious business, investment and technology intelligence for a serious advantage. The Advertising Campaign The campaign, titled "Luxury Icon," was created by advertising agency Campbell Doyle Dye (CDD), London, and includes four executions. The focal point of the campaign is a dramatic visual of an illuminated The Macallan bottle, set against an ebony background and highlighted by the amber whisky and the gold and bronze-colored label. "We had a single-minded approach to creating The Macallan executions: to develop a campaign that was distinctively stylish and luxurious, worthy of the world's most precious whisky," said Caspar Thykier, managing partner, CDD. "We have achieved this imagery through striking photography focusing on elements of the packaging, combined with assumptive copy lines that extol the brand's preciousness and its unique relationship with the consumer." The four copy lines anchoring the campaign speak directly to the consumer's sense of reward, and the distinct achievement of having "arrived" when he drinks The Macallan: -- "They don't all go to auction." -- "What did you think the locks on liquor cabinets were for?" -- "Rule of thumb. Only share with someone you've known for longer than the years on the bottle." -- "You can save it and watch its value soar or you can drink it. It's called a win-win." "We are confident that this campaign will significantly increase brand awareness and assist in reinforcing the brand as a luxury icon," asserts Thykier. "Luxury Icon" will be supported by a 2 million dollar media spend in the U.S. The campaign will be featured in targeted publications including Forbes, Fortune, Cigar Aficionado, Playboy, GQ, Esquire, Robb Report, Golf Digest, T&L Golf, and New Yorker. Beginning in February 2004, The Macallan will break outdoor advertising in New York, Los Angeles and San Francisco followed by a global outdoor campaign. The Macallan Fine & Rare In conjunction with its creative launch, The Macallan will introduce The Macallan Fine & Rare line of vintage whiskies in the U.S. The Macallan Fine & Rare is the widest range of fine and rare whiskies ever launched and encompass 37 vintages of The Macallan selected from the distillery's extensive archive, and distilled from 1926-1972. Each has been bottled from the very best casks at the peak of their maturation. The entire collection has a cumulative price tag of 20 million dollars -- individual bottles retail from 38 dollars to 38 thousand dollars. "Only a brand as revered as The Macallan can introduce a fine and rare collection like this with such credibility," said Izatt. "These precious, archived vintages will allow U.S. whisky connoisseurs to experience The Macallan's heritage of superior taste and uncompromised quality." Further information about The Macallan Fine & Rare is available at www.themacallan.com. About The Macallan(R) The Macallan is the world's most precious whisky. Distilled off the banks of the Spey River in the Scottish Highlands since 1824, The Macallan Single Highland Malt is produced without compromise to achieve the highest standard of quality and taste. The hallmarks of The Macallan are its deep and natural color (caramel is never used); flavors of citrus, dried fruits, cloves, wood and toffee; light (if any) peat and smoke character; subtle sweetness and profound richness that carry into the finish. These hallmarks are achieved through The Macallan's exclusive use of Spanish sherry casks and Golden Promise barley. The Macallan range of single Highland malts in the U.S. includes: 12 Years Old, 18 Years Old, 25 Years Old, 30 Years Old, Cask Strength, 1841 Replica, 1861 Replica and Fine & Rare vintages. For more information, please visit www.themacallan.com. About Remy Amerique, Inc. Remy Amerique, Inc. is a private and wholly owned subsidiary of Rmy Cointreau, S.A. France. The company is the exclusive U.S. importer for a variety of premium spirits and wines, including Remy Martin(R), Cointreau(R), Piper Heidsieck(R), Charles Heidsieck(R), Marchesi Antinori(R), Masi Agricola(R), Vietti Wines(R), Jacopo Biondi Santi Wines(R), Vina Haras de Pirque(R), Damrak Gin(R), The Macallan(R), The Famous Grouse(R), Highland Park(R), Tamdhu(R), Mount Gay Rums(R), Gonzalez-Byass(R), Paul Cheneau(R), Galliano(R), Passoa(R), and others. Contact: Josh Rosenberg/Roslyn Lubell M Booth & Associates
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