Uncover Glenmorangie: Driving trade demand through education and visibility
Designed and executed a trade-led brand activation to introduce Glenmorangie’s whisky range in Indonesia, combining education, influencer exposure, and targeted retail visibility to drive demand and volume.
INVOLVEMENT
Full Time
CREDITS
Strategy & Concept: Priska Oroz
Event Management: Colony
PR Agency: Zeno Group
BRAND / COMPANY
Glenmorangie
YEAR
2017
PROJECT SUMMARY
Uncover Glenmorangie was created to address low awareness and demand for the brand in Indonesia, despite several years of market presence. The activation focused on educating consumers and trade partners on Glenmorangie’s range, while using visibility and social proof to encourage listings, orders, and repeat demand across bars and retail.
I led the strategy, concept, and execution of the campaign. This included defining the activation format, coordinating PR and event partners, and shaping the trade strategy. The goal was to make the brand easier to understand, easier to sell, and harder to ignore for bars, mixologists, and retailers.
CHALLENGE
Although Glenmorangie had been in the market for several years, demand remained low. Marketing activity had been limited, and the brand lacked presence in key bars and retail locations. Without consumer pull or visible placements, trade partners had little incentive to prioritise it.
APPROACH
I designed the activation around education and visibility. Tastings and pairings were used to introduce the four Glenmorangie variants in a way that made the differences clear and relevant to local drinking occasions. Influencers from high-end social circles were invited to create organic content and drive curiosity.
At the same time, I focused on short-term trade impact. We secured placements with top bars and retailers, ensuring Glenmorangie appeared on prominent shelves and menus. This visibility made it easier to expand distribution, as presence in leading venues helped validate the brand when approaching additional outlets.
OUTCOME
The campaign increased awareness and understanding of Glenmorangie among consumers and trade partners. Demand grew as visibility improved, leading to higher order volumes and broader distribution. Glenmorangie became more commonly listed in premium bars and retail locations, helping shift it from a low-demand product to a recognised option within the local whisky category.
