Complete with gold tap for easy pourability.
Pernod Ricard and The Glenlivet have launched The Goonlivet, bringing together premium single malt scotch and the cultural phenomenon that is the goon bag.
At first glance, it could be mistaken for a typical box containing a 750ml bottle of scotch. On closer inspection, The Goonlivet contains 1.5l of The Glenlivet’s 12 year old premium single malt in a bag, complete with gold tap for easy pourability.
The product launch, the day before April 1, builds on The Glenlivet global brand platform, ‘Original by Tradition’, which has seen the single-malt brand defy whisky conventions to reach a broader, younger audience.
Eric Thomson, global marketing director at Pernod Ricard, said: ”The Goonlivet is a natural evolution of everything we’ve been doing with The Glenlivet brand for the last couple of years.
"We’ve embraced a more colourful brand identity, signed Anna Paquin as spokeswoman for our ‘Obey the rules. Miss the fun’ campaign and encouraged Aussies to drink scotch in new ways, like cocktails. The Goonlivet feels like the natural next step to defy whisky convention and attract new audiences.”
Michael Hogg, managing partner and head of strategy at Emotive, said: “When Pernod said they were putting The Glenlivet in a goon bag, we were all in. And the second Rupert christened it The Goonlivet, it was game over.
"Premium scotch in a box. It’s such a brilliantly messed up idea. Are we democratising whisky or elevating the goon bag? Who cares? It’s one of those products that sells itself, so all we’ve tried to do is get out of the way and let the box do the talking.”
The Goonlivet is currently available exclusively at Sydney cocktail bar, Maybe Sammy, before going on sale in bottle shops in mid April.
Credits:
Client: Pernod Ricard
Global Marketing Director: Eric Thomson
Head of Marketing: Belinda Sanderson
Senior Brand Manager: Kristy Surace
Brand Manager: Josh Inbari
Creative Agency: Emotive
Founder and CEO: Simon Joyce
Creative Directors: Rupert Taylor and Paul Sharp
Strategy Director: Michael Hogg
Business Director: Alison Daly
Senior producer: Aja Sandoval
Design Director: Dan Mortensen
Designer: Samantha Jones
Head of Creative Amplification: Rhian Mason
Editor: Claudia Sutiono
PR: Poem
3D Animation: Piotr Stopniak
Music Production: Electric Sheep
Music Composer: Declan Harsent
Mix: Georgia Collins
Executive Producer: Kate Stenhouse
Stills Photographer: Jem Cresswell
DOP: Adam Saunders, Killa Kreative
