PRWeek Global Awards Winners 2020 - Consumer Launch

This category was won by 'The Glenlivet Capsule Collection' campaign for The Glenlivet, by Pangolin.

The Glenlivet sought a PR campaign that would help open up the single malt category to a new generation of consumers, sparking a provocative cultural conversation around single malt consumption.

Visit the PRWeek Global Awards hub to find out more about the winners

The aim was to position it as a forward-thinking brand that breaks tradition and sets new standards for single malt, with the new slogan 'Original By Tradition’.

The result was the ‘Capsule Collection’: a range of whisky cocktails served in a seaweed-extract casing, one of nature’s most renewable resources. Launched during London Cocktail Week, world-renowned bar Tayer created three original cocktails for the capsules, each inspired by the core flavours of The Glenlivet Founder’s Reserve single malt.

The launch was supported by a product video launch that received more than nine million organic views and appeared in shows including Ellen, The Late Late Show with James Corden, The Daily Show with Trevor Noah. There was a preview launch event at Tayer and proactive and reactive press office management.

The Glenlivet Capsule Collection created the largest conversation the brand has ever seen, with plans to roll them out in 2020.

The campaign trended on Twitter in UK and US. There were more than 1,000 pieces of coverage across broadcast, print and online across four continents - the KPI was 35 pieces.

Traffic to TheGlenlivet.com grew 285 per cent (KPI: five per cent), and it attracted more than 2,500 new social followers.

Judge's comment: "Brilliant. Love the insight, the creativity, partnerships, and results. Really a great example of a launch campaign. And a great award-entry too."

Highly commended

'The New Word' for Oatly by Edelman Hong Kong

To launch Oatly in Hong Kong, the plan was to create a new Chinese word for plant-based milk - which previously did not exist, despite 90 per cent of the native population being lactose intolerant. An integrated campaign to launch the "New Word" generated hundreds of media articles while Oatly month-on-month supermarket sales rose significantly.

Shortlisted

  • '#AcceptanceMatters' for Mastercard by Ketchum

  • 'Cookies in Space Campaign Launches Hospitality to New Heights' for Hilton Brand Communications by Edelman

  • 'Publication of The Testaments by Margaret Atwood' for VINTAGE, Penguin Random House by Vintage, Penguin Random House

  • 'Missing Cats - #SaveArchie, A Roaring Success for National Geographic Society' by Tin Man

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And the winners are…