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The Macallan Scotch – Sports Marketing w/ Cause-Based Element – Product Sampling  

Objective:

Generate awareness and trial for Macallan’s 12-year-old and 15-year-old whisky among core segments while reinforcing the venerable brand image and Scottish origin.

Insight/Solution:

Three key insights about the audience: First, Scotland to them means golf. Second, they are competitive. Third, they strive to give back to the community. Macallan sponsored a series of  charity golf events with sampling and contest elements to engage all participants.

Details:

More than 500 events staged in 15 markets during the spring and the fall, with sampling, product education, and a golf competition. 

Results:

Highly successful, the program was renewed the following year.