In its quest for premiumization, Aberlour selected Mazarine to develop a new sustainable platform that resonates with its target and highlights the heritage of the Scottish single malt.
A new brand positioning is transmitted through a slogan, an advertising visual, a press kit and an event that will allow select journalists to live the brand experience in Aberlour in Scotland.
« Aberlour, nature’s generous since 1879. » Not only does this slogan illustrate the importance of generosity for the brand, but it also emphasizes the role of nature within the Aberlour distillery. Since 1879, the virtuous link between the distillery and nature, its land and its community remains the distinction of the Aberlour single malt.
Captured by photographer Iris Velghe, the advertising visual plunges us into the lush, generous nature surrounding the Aberlour Distillery in the heart of Speyside. The bottle of Aberlour and its amber liquid merge with nature in an accord reminiscent of perfume codes.
A new graphic identity is presented through the press kit and all other upcoming communication efforts. Coherent messaging and premium representation are at the center of all of the brand’s points of contact.
The press campaign will be launched this winter.