Edrington has rolled out a marketing push for Highland Park scotch whisky, inspired by the brand’s home archipelago of Orkney.
The fresh activation, which accompanies a recent revised look for the single malt, features a 60-second advert (below) including “local legends across key landmarks in Orkney”. The ‘Different by Nature’ campaign has begun to roll out globally this month.
The packaging refresh was applied across the 12-, 15- and 18-year-old iterations of the Orkney-based brand’s portfolio. Also lined up to take on the new look are the 14-, 16- and 18-year-olds that are exclusive to the global travel retail channel.
“Highland Park has always been an incredibly special whisky, but Orkney is what makes it special,” said brand director Paul Condron. “In this campaign, we’re paying tribute to our Orkney roots, but also setting a tone for the future, embracing the very real charm and originality of the place we are lucky enough to call home.”
Earlier this month, Edrington lined up a change of MD at its Americas division, with global travel retail chief Jeremy Speirs poised to take the reins.
