Harrison Ford Becomes the New Face of Glenmorangie
Single malt Scotch whiskey purveyor Glenmorangie has tapped legendary actor Harrison Ford as the new face of the brand, starting with its “Once Upon a Time in Scotland” campaign. The campaign’s 12 mini episodes and hero film, directed by actor and filmmaker Joe Edgerton, follow the kilt-clad “Star Wars” and “Indiana Jones” star’s journey to Glenmorangie’s Highland home.
At the beginning of the ad spot, Ford is seen relaxing in front of a fireplace while firmly stating he will not be going to the top of a mountain or meeting up with bagpipe players for the advert…only to do just that.
The “off-script style” campaign also features the real Glenmorangie distillery team and the brand’s flagship whiskies, Glenmorangie Original 12 Years Old and Glenmorangie Infinita 18 Years Old.
“I’ve spent my whole life watching commercials that follow an unexpected format, so I really like it when things are a little disruptive, fun and irreverent. It was nice that we got a chance within the very traditional industry of whiskey to get behind the scenes to subvert the seriousness that often goes into an advertising campaign and have fun with that,” said Edgerton in a statement.
Founded in 1843 by farmer William Matheson and his wife Anne, Glenmorangie was acquired by LVMH — along with its sister distillery of Ardberg on Islay – for roughly £300 million (USD $373.2 million) in 2004.
The brand’s new campaign comes amidst a rise in whiskey on-premise, as whiskey was the largest spirit category by dollar value on-premise and held 26% of total spirits volume during the 52-week period ending June 15, per NIQ-owned on-premise data firm CGA.
“Harrison Ford is the real deal: a true global icon and a genuine whiskey lover. He is someone who has honed his craft over decades, which gives him a real appreciation for the dedication and skill of our distillery team,” said Caspar MacRae, president and CEO of the Glenmorangie Company, in a press release.
Chamberlain Coffee Opens First Café
Chamberlain Coffee, the brainchild of vlogger Emma Chamberlain, is stepping up its presence in the “real world” by opening its first café. The coffee shop, located in the Westfield Century City outdoor shopping mall in Los Angeles, held its grand opening today.
According to Chamberlain Coffee’s Instagram page, its menu includes beverages crafted with its specialty-grade coffee and Ceremonial Grade A matcha, as well as a curated selection of pastries.
“From the start, our goal has been to make high-quality coffee fun, approachable and exciting, and this café is the next step in that journey. We’ve been thoughtful about every detail – ensuring the design is perfect for social moments, crafting a menu that highlights our best brews and creating an experience that brings Chamberlain Coffee into the real world,” wrote CMO Jeumana Jaber in a LinkedIn post.
The café’s opening comes just months after Chamberlain was named co-CEO, serving alongside the brand’s former COO Gustav Hossy. The duo replaced Christopher Gallant in the chief executive role, who took the helm at resurrected coconut water brand ZICO Rising.
Open Water Shreds Waves With World Surf League
The World Surf League has named canned water company Open Water the official water of its North American events, including this year’s Lexus Pipe Pro, Trestles Pro and the US Open of Surfing. In a LinkedIn post, Open Water co-founder and chief brand officer Jess Page said this partnership has “been in the works for years.”
As part of the year-long partnership, Open Water will be available for purchase across concession stands at the events and will be provided to VIPs and athletes, eliminating the need for “tens of thousands” of plastic bottles.
“When we think about partners who align with what we believe in and care about, World Surf League is a natural fit, “ said Page in a press release. “Ocean conservation has been a focus for Open Water from the very beginning, so joining forces with WSL to eliminate plastic bottles at their North American events to help keep beaches and oceans plastic bottle-free is really a dream come true.”
Chelsea Handler Makes Lemonade with Owl’s Brew
Canned cocktail maker Owl’s Brew has joined forces with comedian Chelsea Handler to launch Vodka Lemonade. Available in three flavors – Classic, Pink and Mint – the non-carbonated beverage is canned at 5% ABV and will hit store shelves on Feb. 1.
The launch of Handler’s Vodka Lemonade coincides with the release of her new book, “I’ll Have What She’s Having,” which details a story from her youth about her first lemonade stand. In the Owl’s Brew product announcement, Handler joked that she “could have made a lot more money if I spiked my lemonade.”
In addition to the product collaboration, Owl’s Brew has been named the official sponsor of Handler’s upcoming book tour, set to kick off on Feb. 24 in Northvale, N.J. Other stops include New York City, Boston, Cincinnati, Chicago, Los Angeles and Seattle.
C4 Partners With NBA Teams
In an effort to reach a broader audience, Nutrabolt-owned energy drink brand C4 has secured multi-year partnerships with three NBA teams: the Boston Celtics, New York Knicks and Miami Heat. The deals include LED and courtside signage, digital ads, retail displays and hospitality ads, according to a report by Marketing Brew.
“What we know about these fans is they really believe in the sponsors and the partners of the teams, and they’re very influenced by that,” Katie Geyer, VP of partnerships and experiential marketing at Nutrabolt, told the news outlet. “Their fans tend to be younger, they tend to be more diverse and they also tend to be more interested in sports and athletic fitness.
This isn’t C4’s first experience teaming up with sports leagues and athletes. Last year, the energy drink brand and WWE announced an expansion to their multi-year partnership that saw C4 Ultimate Energy become the first ever official energy drink partner of the professional wrestling league.
Rockstar Energy Tees Off With Charley Hull
Rockstar Energy has expanded its roster of athletes and broken into the golf world with the addition of LGPA professional golfer Charley Hull. Through this partnership, Rockstar says it is one of the first energy drink brands to sponsor an LGPA athlete.
Additionally, the energy drink maker claims that 40% of LGPA tour fans consume energy drinks at least once a week and are twice as likely to purchase Rockstar as compared to the general population.
“We’re thrilled to welcome Charley to the Rockstar Energy family. As a brand always striving to expand our reach [and] we saw an incredible opportunity to break into the golf world. Charley’s energy and persona so closely mirror our core DNA that the partnership was an easy decision,” said Steve Mateus, director of sports marketing at Rockstar Energy, in a press release.
Hull echoed the sentiment, stating, “Anyone who knows me knows I’m all about breaking the mold and changing the norm. Rockstar’s commitment to empowering bold, passionate people, including athletes like me, really resonates.”