Flowers wilt. Whiskey won’t.
That’s The Glenlivet’s provocative message for adult kids and dads hoping to avoid predictable Mother’s Day gifts this year.
The venerable single-malt brand is targeting Mother’s Day as part of a broader initiative to attract new customer segments.
The push also includes what the brand describes as its most groundbreaking bottle redesign in history, also aimed at appealing to young adults.
"As we inject[ed] this sense of modernity into a traditional category, we were asking ourselves, ‘Why aren't we talking about Mother's Day?,’” noted Sona Bajaria, vice president of marketing, The Glenlivet, Pernod Ricard.
The bottle changes include dropping the brand’s distinctive green glass for clear glass, an updated logo, and a curved label (alluding to Glenlivet’s meaning, which is “smooth-flowing one,” according to the brand).
For the Mother’s Day push, GhostPepper, working with Genero, produced a humorous ad (below) for the scotch brand’s Instagram and other social media channels that shows several moms comparing their boring or odd presents —with one drawing envy for getting The Glenlivet from her hubby.
There’s also a partnership with actress and businesswoman La La Anthony. Anthony (above) is featured in a short social video on the brand's U.S. Twitter channel, declaring that “Moms deserve bolder, stronger gifts and representations of who they are.”
From May 4-12, The Glenlivet is hosting a Mother’s Day pop-up shop at a New Stand store in lower Manhattan (306 Bowery St.) featuring a selection of Anthony-curated gifts and stations to have personalized labels generated for The Glenlivet gifts for mom.
The brand is also using social to promote online orders, through Reserve Bar, of personalized Glenlivet bottles for mom, with free two-day shipping for those who use the code FLOWERSWILT.
The Glenlivet will also be pitching bottles as Father’s Day presents.