Pernod Ricard’s world-renowned Single Malt Scotch brand – The Glenlivet – has experienced tremendous growth in consumer interest and popularity. A program was launched to deepen their enthusiast community: the Glenlivet Guardians. This exclusive members-only collective provides a forum for aficionados to meet other Guardians at select private tastings and unique events.
Pernod Ricard needed a proactive means to stay connected to their Guardians once these point-in-time events were completed, and to keep them interacting with the brand. The obvious reach of digital tools was not being utilized to connect the community, and deepen its culture and value. Pernod Ricard needed a robust digital platform to elevate the experience of being a Guardian, and to preserve the premium approach and position the brand and its consumers enjoy.
Ratio undertook a rigorous research effort to best understand the attitude, interests and heritage of the brand and its consumers. With this knowledge, Ratio proposed the creation of an “iPad magazine” – a rich and beautiful experience making unique and tailored content available to this exclusive audience. Behind this app we created a robust digital content platform where licensed content could be centrally managed and distributed to the iPad app – and other consumer touch points. By focusing on ease-of-use in publishing and workflow Pernod Ricard can tailor and deliver this content to Guardians as another exclusive benefit of membership.
The Cask was born — Guardians using The Cask can deepen their knowledge of the Single Malt Scotch (and whisky in general), but also discover, discuss and share their interests in areas known to be important to Guardians
Style – Spotlighting accoutrements and care of their favorite fashion; charities to more effectively contribute time and money to; galleries and museums offering unique and different points of view.
Food – Artisan ingredients and food destinations, with features on celebrity chefs, world-class dining experiences and tools or techniques to apply in their own culinary adventures.
Travel – Tours and insights into remote locations, villas and secluded get-aways; valuable tips when visiting renowned tourist destinations, including eco-vacations and resorts; city guides that may reflect the interests of Guardians roaming for new and interesting places to find special ingredients such as chocolate or cheese.
Tech – Profiles of notable technologies and the people behind their advancement; gadgets, devices and hardware are revealed with more detailed information; newer automotive and marine technologies are explored.
Guardians also enjoy The Cask as part of the greater brand offering around live events. Cypress integrated event promotion and registration functionality into the app, allowing Guardians to RSVP to exclusive events in cities across the US, and continue the conversation in person with their fellow brand loyalists. The app supports discovery and engagement around these topics, and furthering of that conversation in person with Guardians worldwide.