Approach
Inspired by The Macallan Estates distillery tasting experiences that showcase the whisky's journey from acorn to glass, we reimagined their educational tasting brief as an 'edutaining' and immersive experience by creating The Macallan Manor.
The Macallan Manor national campaign transformed historic, old-world manors across the United States into unique places to enjoy first-class yet relatable and demystifying tasting experiences. Invite-only guests journeyed through four immersive worlds inside the Manor, each bringing The Macallan's unique whisky expressions to life through immersive set design, guided storytelling and interactive multi-sensory experiments exploring each of the five senses.
A night at The Macallan Manor rewarded first-time whisky drinkers' curiosity through an immersive exploration of accessible sights, sounds, smells, textures, and tastes of the multidimensional characteristics of the liquid.
Insight
The key to converting new consumers lies in defining the sweet spot between what makes your brand authentic and what consumers find exciting. By creating The Macallan Manor with its four 'edutaining' worlds, we expanded the possibilities for first-time whisky drinkers to discover, enjoy, and make a meaningful connection with the brand by translating the unique characteristics of the liquid into experiences that made a lasting impression.