The Glenlivet Takes Back Its Crown With a Cocktail of Fashion, Pods and Ice Cream
Shefali Murdia, Pernod Ricard's director of brand engagement, explains how a storied liquor brand became innovative again
Pernod Ricard's brand engagement director Shefali Murdia discusses Glenlivet's partnership with top fashion designers.
Sean T. Smith for Adweek
Key insights:
- Glenlivet went where whiskeys don't usually tread: New York Fashion Week.
- The label wasn't afraid to court controversy with a Tide pod-related stunt.
The Glenlivet, once again the top single-malt Scotch whisky by volume and sales, realized its marketing needed a spruce when the brand began losing ground to a key rival.
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