Glen’s Vodka has refreshed its brand identity in a bid to ‘pave the way’ for growth into new markets.
Owners The Loch Lomond Group recruited Glasgow-based creative agency Thirst to re-vamp the Glen’s brand to target ‘a more serious end of the market’ while also celebrating its Scottish provenance.
Thirst’s re imagining of the Scottish brand, launched in 2003, is the first ‘significant’ overhaul of its packaging in almost 20 years. The agency has re-positioned the vodka firm as ‘a Sip of Real Scottish Spirit’ to give the brand renewed relevance with new and existing consumers.
The bottle’s typography and design has been refreshed to amplify the brand’s reliable taste experience. Product messaging – ‘Proudly Original’, ‘Extra Smooth’, ‘Triple Distilled’, and ‘Produced and Bottled in Scotland’ – will also be added to the product and Glen’s ongoing campaigns, including its ‘Spirit of Football’ sponsorship of the Scottish Professional Football League (SPFL).
To receive a daily-dose of marketing news subscribe to our FREE newsletter
“For over 20 years Glen’s has been part of the fabric of Scottish culture, synonymous with so much of what the nation is famous for – its sense of wit and fun,” Thirst creative director Matt Burns said.
“Yet with ongoing fragmentation and a drifting sense of identity affecting quality perception and impeding growth, it was time to reassess the brand direction.
“We wanted to move it away from emulating inauthentic provenance and instead take pride and confidence in its own roots, at the same time retaining its distinct demeanour and straightforward quality that appeal to smart, value-seeking consumers and bring a refreshing lift to the category.
“With a fresh new story to tell and visual equities to convey it, this fresher, more modern Glen’s stakes its claim to everyday quality, and paves the way for the brand’s braver growth ambitions.”
