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Humphrey Bogart was a whisky fan on and off the silver screen, as was Sean Connery, Frank Sinatra and Cary Grant. Notice a common thread here?
So did marketers at The Glenlivet, who couldn’t deny that any Google Images search for “whisky drinker” turned up mostly pictures of famous middle-aged white men in suits and hats. Even fictional creative genius Don Draper surfaced frequently with a tumbler of amber liquid in hand.
But that’s an outdated, tunnel-vision view of the consumer, according to the brand.
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