Why Glenmorangie Wants to Keep Taking Its Brand to Unexpected Places

The single malt is diving deeper down the creative rabbit hole to make whisky more accessible

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British artist and photographer Miles Aldridge is best known for his saturated, film noir-esque mise-en-scène, described as “everyday reality on acid.” For the past three years, he’s also been working with whisky maker Glenmorangie to bring its global “It’s Kind of Delicious and Wonderful” campaign to life.

Now he’s partnered with the LVMH-owned brand and longtime agency DDB Paris once more that will push the brand further down the technicolor rabbit hole he helped create.

The updated creative builds on the work Glenmorangie has been doing to make its flagship single malt more accessible to the masses, ditching somber and smoky whisky advertising tropes in favor of a bright palette designed to encourage more people to try a dram.

Aldridge has added to his successful 2020 campaign, which showcases moments of delight (like having a bubble bath or taking a train journey) through a kaleidoscopic lens of magical realism, to showcase how “the simple...



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