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Old Parr has been on the market for more than 100 years providing consumers a joyful life. How can we refresh this traditional Scottish whisky, so it is relevant to younger audiences while still keeping its DNA?
As the world becomes more uncertain the traditional formula for building a good life no longer works. So we remind younger generations to trust their intuition, so that they may build their own version of a joyful life.
We asked the new consumers to live a joyful life by deciding for themselves. Younger audiences that once may have considered this brand outdated, now instead see its longevity as the reason for its legacy. The campaign was launched in Japan, Brazil, Colombia, and the US.
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