La Martiniquaise-Bardinet (LMB) has released details of the first global push for scotch whisky brand Cutty Sark in three years.
The campaign, ‘Follow Your Spirit of Adventure’, will be rolled out next month, featuring digital content, OOH advertising and retail activations. A ten-second advert has been released today (29 July) on the brand’s social media channels.
Asked about the rationale and target audience for the campaign, LMB international senior brand manager Manon Brochet told Global Drinks Intel: “Rather than focusing on a specific drinking occasion, the campaign targets consumers who share an adventurous mindset and are open to new experiences.
“By bringing the spirit of adventure to life through engaging and immersive visuals, we aim to create a strong emotional connection with consumers.”
The last global campaign for the brand, ‘Never Ending Adventure’, was rolled out in Cutty Sark’s 100th anniversary year in 2023. ‘Follow Your Spirit of Adventure’ builds on visuals from LMB’s 2021 campaign, which was also based around the theme of adventure.
