But this is not an audience that is marketed to, while, at the same time the premium spirits category is a competition space as Triya Govender, Brand Manager - Single Malts and Cognac, Pernod Ricard South Africa explained: "The narrative across these brands is similar in that they are all aspirational and talk about success, progress and having arrived. To cut through this and win the heart share we need to go beyond the generic or static messaging and engage with our target audience one on one."
While there is a place for mass media as it provides reach, it is the more bespoke experiences that give the brand a deeper level of engagement she adds. The Glenlivet brand does this by leveraging its rich legacy. "Glenlivet was founded by George Smith in 1824. It is his legacy that lives on in every bottle of single malt. It is through this rich legacy that the brands tells its story and reaches its target audience."
This experience is delivered via the Glenlivet Legacy Talks and allows the brand to talk to consumers of single malt. The Talks provides the brand with a platform to explain what the brand stands for and allows the brand to grow the segment and keep it fresh. This year's campaign is being rolled out across the country, with first taking place recently in Joburg at the Venue, Melrose Arch. The Talks featured Herman Mashaba and Sibusiso Ngwenya.
This is the second edition of the Legacy Talks. "We hosted the Talks for the first time last year. The feedback so far has been excellent with people appreciating that the content is relevant and speaks to them. Consumers love to learn how to appreciate a good whisky so the angle is also very fitting. It allows us to talk to consumers of single malt."
Jake Bester, Executive Creative Director, Publicis Machine explained The Legacy Talks concept: "Last year the Talks comprised two well-known businessmen who had built their legacy being interviewed. In-between the interviews the audience participated in a whisky tasting."
This year, he said, the concept has been expanded: "We have added a layer to the concept by introducing a younger person as a second speaker. This is a nice interpretation of the theme as one person has built their legacy, with the other in the stages of building their legacy."
Govender adds to this: "The consumers of 12- and 15-year-old single malt are up and coming. By adding the up-and-coming layer to the Talks we give these consumers the opportunity to hear from their peers who are at the same life state and age as themselves."
This year the Talks have again been well attended and the Joburg event trended on Twitter and was over-subscribed by 20% on the night. Bester attributes this to the inclusion of the up-and-coming entrepreneurs at the Talks and the keenness by the target market to hear their peers talk.
"The Talks generated some tough questions and the question and answer session had to close as we ran out of time. The audience really engaged with the speakers. They want to hear what the speakers think about important issues of the day.
This does not surprise Govender. "The concept of legacy is a powerful and personal motivation as well as a catalyst for change and this concept underlies the Legacy Talk platform."
At the Talks, the product is introduced in a very unobtrusive way, but one that is very effective for the brand. "It brings the brands to hand and the liquid to the lips. The consumers we are talking to are having these types of discussions already, but now we are facilitating the discussion. The brand is approaching the consumers in a relevant way," said Govender.
The brand's TVC and static platform talk about its intrinsic qualities, the benefit of this approach is engaging directly with the target audience and in this way creating affinity for the brand. It also provides them with a positive association with the brand and elevates them in their social circles.
The Talks are part of a bigger property, the Legacy Series, and include a lifestyle event pitched at the affluent 18 to 21 segment. The event is a music event that is jazz related. The artist performs in a small intimate setting to a select audience. The performance is interspersed with the story of his life. This is the property the brand is building and will take place in November.
Govender calls it the brand in 3D. "It is a way for the brand to engage that is appropriate for a brand in the luxury space. This is a physical engagement as opposed to the static engagement of the bands through its print, Out of Home and television properties."
