Academy Award Winner Anna Paquin and renowned Single Malt Scotch The Glenlivet have partnered for a new campaign as whisky brands broaden their reach to female drinkers and capitalise on the increasing number of women who are enjoying the spirit.
In Australia and New Zealand, nearly a third of female drinkers drink whisky monthly*, a 40% increase since 2015**.
The Glenlivet Australia and New Zealand Marketing Manager Kristy Rutherford says, "Whisky has long been seen as a symbol of power, drunk solely by middle-aged, white men behind closed doors of the ‘Old Boys’ Clubs’. In fact, one-third of whisky drinkers globally are women*, and we want to make the point that all kinds of people can and should have access to power and influence – and great single malt, of course.”
The Australian and New Zealand campaign builds on The Glenlivet global mission to change the outdated perception of the stereotypical whisky drinker.
#BreakTheStereotype celebrates inclusivity within whisky and is the first in a series of bold ambitions The Glenlivet is undertaking as part of their new platform, ‘This Is Whisky’, which aims to challenge a range of old upheld conventions in the world of whisky.
Now when searching ‘whisky drinker’ using Google Images search service, the user is greeted with a colourful montage as unique and diverse as real whisky drinkers in 2022.
As Ms Paquin says in the new commercial, “Whisky doesn’t care what’s between your legs, so why should we be told to follow these rules?”
Ms Rutherford says, “Anna not only personified our core brand values, but just like The Glenlivet, she redefines her own category whether that’s through her acting, speaking out about social injustices or taking a stance that she can drink her whisky however she pleases.”
Ms Paquin says,“I first discovered Glenlivet while I was working in Scotland. While it tastes great on its own, I found it's even yummier when you add a little mixer and create a cocktail.”
The launch film, created in collaboration with Australian based creative agency Emotive and directed by famed fashion director and photographer, Jamie Nelson on location at her 1968 Hollywood Regency style house in San Fernando Valley, Los Angeles, sees Anna turning whisky drinking traditions on their head. Whether squeezing fresh fruit into The Glenlivet, enjoying some whisky with ice or simply using whatever glass is closest, Anna revels in the kind of totally normal behaviour that makes Whisky purists squirm in their leatherbound armchairs.
Ms Nelson says: “It made so much sense to shoot this The Glenlivet campaign with Plus Plus Productions at my house. My vision for the campaign was to take the consumer away from the stereotypical stale and outdated brown leather whisky drinking den we imagine our grandpas sipping scotch and whiskey in. Instead I wanted to showcase our star, Anna Paquin, in a new whisky-drinking world that is colourful, playful, sexy, rock and roll, and exudes unashamed confidence in one's self.”
The Glenlivet’s new campaign with Anna Paquin launches in Australia and New Zealand on Wednesday.
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