Whisky brand The Glenlivet has launched a new campaign intending to bring single malts to a new generation.

The ‘Original By Tradition’ campaign, created by Crispin Porter Bogusky London, focuses on a short film exploring the history of the brand, travelling between different eras in its development.

It also marks a new brand positioning for the company, highlighting what it says is its track record of innovation since its launch in 1824.

The campaign will also run across TV, digital, OOH, and print.

Dave Day, ECD at CPB London, said:, “The single malt whisky category looked very same same; dark, moody and fairly dull. Our brief was to change that up and make it relevant to a wider audience. The result is a brave move forward for The Glenlivet that redefines the whisky category.”

Miriam Eceolaza, Director of The Glenlivet commented, “Our new campaign celebrates our pioneering heritage, and shows that we will never be held back by limiting preconceptions of single malt Scotch – we will continue to push boundaries and embrace the original thinking of our founder, George Smith.

Our latest innovation, The Glenlivet Capsule Collection, proved that there is an appetite for true innovation in Scotch and we want to embrace this to continue to open up the category to the future.”