PRWeek UK Awards Winners 2020: Marketing Communications: FMCG, Health, Beauty, Retail and Fashion

The winner in this category is 'The Glenlivet Capsule Collection' by Pangolin for The Glenlivet.

The Glenlivet sought a PR campaign to help the single malt whisky category attract a new generation of consumers, sparking a provocative cultural conversation around consumption of the spirit.

The aim was to position The Glenlivet 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. If discarded, the capsules would biodegrade in four to six weeks – faster than fruit peel – meaning no waste. There was no need for a glass, ice or cocktail stirrer: consumers simply popped the capsules in the mouth then took a bite.

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 high-profile TV shows including Ellen, The Late Late Show with James Corden, and 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 biggest conversation the brand has ever seen. The campaign trended on Twitter in the 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 the brand attracted more than 2,500 new social followers.

Judge's comment

A truly disruptive idea and a great return on investment.


Highly Commended

Greggs x Stormzy; Original VIP by Taylor Herring for Greggs

In the week of the Brit Awards in February, a one-off Greggs ‘Concierge Card’ – offering exclusive access to Greggs' delivery service any time, anywhere in the UK – was created for grime superstar Stormzy. The gift came in a Prada-style gift box with a video card featuring a personalised rap. Stormzy played the video to his 1.4m Twitter followers. The campaign generated huge coverage, with 181 articles that included Stormzy’s branded social media post and 37 that included a quote from a Greggs spokesperson.

Shortlist

Chapel of love by Seven Dials PR for Fortnum & Mason

Drag Cleans by The Romans for Method

Lidl Chateaux Noir by Good Relations and CSM for Lidl

Meatballs at home by Hope&Glory for Ikea

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