How Mortlach By Design is Redefining Whisky Aesthetics
Alpha Kilo masterfully orchestrated the Mortlach By Design campaign for Diageo, showcasing a groundbreaking fusion of traditional whisky craftsmanship and contemporary design to elevate the storied Mortlach brand in the eyes of a new generation.
In the dynamic field of public relations, a well-orchestrated publicity campaign is pivotal for shaping public perception and building a strong brand presence. By strategically leveraging media outlets, social platforms, and influential events, these campaigns aim to create a buzz that elevates the brand's visibility and fosters a positive connection with its target audience much like Mortlach By Design by Alpha Kilo for Diageo.
Alpha Kilo has masterfully steered the Diageo’s Mortlach By Design campaign into the spotlight, positioning a premium, yet under-the-radar, 200-year-old Speyside whisky at the forefront of the bustling industry. This ambitious initiative paired the rich heritage and sophisticated craftsmanship of Mortlach whisky with the visionary talents of six acclaimed designers. Each was inspired by one of the brand's core pillars - audacity, magnetic, obsessive, enigmatic, complex, and bold - to create a series of bespoke works that pay homage to Mortlach's distinctive character.
The collaboration brought together an impressive roster of creatives: Luca Nichetto, Sabine Marcelis, Joe Doucet, Felicia Ferrone, Chrissa Amuah, and Sebastian ErraZuriz. Their unique contributions were unveiled across various key moments throughout the year, marking a significant intersection between design and whisky culture. The lineup of creations included Sei, an elegant whisky decanter; SHIFT, a functional bar cart; Tropos, an artistic chair; Cowie, a nosing glass designed for the ultimate whisky tasting experience; 2.81, a light fixture that captures the essence of Mortlach; and AI 02.15.23, an augmented reality experience that brings to life the whisky-making journey.
To launch these innovative designs, Alpha Kilo curated a series of elevated events that showcased the new products and created an immersive experience for attendees. These gatherings attracted a diverse crowd, from seasoned whisky aficionados to emerging tastemakers, effectively broadening Mortlach's appeal. By leveraging these experiential moments, the campaign succeeded in generating buzz in the media while positioning Mortlach as a coveted brand among high-net-worth individuals.
The campaign’s pinnacle was the global unveiling of Mortlach 30, The Midnight Malt, a limited release that drew the attention of high-profile lifestyle media, very high net worth individuals, gallerists, curators, designers, and influencers. The launch event was nothing short of spectacular, set against the backdrop of Fotografiska, transitioning into a lively celebration at Chapel Bar.
The evening was further enhanced by Diorama Studio’s immersive animation, enveloping guests in a visual narrative that traced a single drop of Mortlach whisky through its unique distillation process across six stills. This animation, premiered by the artist and simultaneously shared with guests digitally, added a layer of storytelling that enriched the Mortlach experience.
Alpha Kilo’s strategic approach to the Mortlach By Design campaign and the launch of Mortlach 30, The Midnight Malt, exemplifies how creative collaborations and immersive experiences can breathe new life into traditional industries. By intertwining the worlds of design and whisky, they have introduced Mortlach to a wider audience and also redefined the luxury whisky market.
At the core of these initiatives is the artful crafting of compelling narratives that resonate with people, turning mere viewers into engaged followers and loyal customers. Whether launching a new product, rebranding, or managing a crisis, the effectiveness of a publicity campaign can be the linchpin for a company's reputation and success in the marketplace. This campaign serves as a blueprint for how to elevate a brand through innovation, storytelling, and exclusive engagements, making Mortlach a symbol of sophistication and forward-thinking design in the spirits industry.
Credits
Entry Title: Mortlach By Design
Entrant Company: Alpha Kilo
Client: Diageo
Winning Category: Public Relations – Publicity Campaign
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