The global brief is to reinforce the brand's premium positioning of "stylish luxury", and to give it a signature look and feel across its markets.
Matthew Turner, Highland Distillers' global marketing controller, confirmed the appointment and said the primary objective was to give it a greater on-shelf presence as well as packaging that was appropriate to an iconic luxury brand.
Design Bridge picked up the work following a pitch against Lewis Moberly, after the two were narrowed down from an shortlist of four. New packaging will appear next June.
The redesign comes as Highland Distillers prepares to roll out a global campaign for the Macallan brand. In March, it appointed Campbell Doyle Dye to handle its £3m global ad account following a pitch through the AAR against Leagas Delaney, M&C Saatchi, Leith London and DDB New York. The agency's first work launches in the US at the end of this month.
Creative shows the outline of a bottle on a dark background with straplines such as "Rule of thumb: only share with someone you've known longer than the years on the bottle". Media strategy will focus on glossy magazines.
Highland Distillers, which is majority-owned by The Edrington Group, owns The Famous Grouse, Cutty Sark and Highland Park brands, as well as The Macallan.
It confirmed in its end-of-year results that it has invested record resources in growing these four key brands.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .
_1.jpg)
.jpg)
