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.
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.
More than 500 events staged in 15 markets during the spring and the fall, with sampling, product education, and a golf competition.
Highly successful, the program was renewed the following year.