Pernod Ricard
The Glenlivet: Obey the rules, miss the fun

To the uninitiated, the world of Scotch whisky conjures up imagery of dark dens, leather armchairs, and overwhelmingly, a world of rules and traditions that haven’t really changed in over 500 years.

Obey the rules. Miss the fun.

To open up the closed-minded world of single malt whisky and appeal to progressive Australian drinkers by taking a stance against the unwritten rules of the category. 

Or in the words of Academy Award Winner Anna Paquin – “whisky doesn’t care what’s between your legs, so why should we be told to follow these rules?”

The campaign is currently live.