(Presentation in English, description in Danish) En præsentationsopgave i faget Global Communication på første år af International Business Academy. Opgaven lød på at producere 3 reklamer på engelsk for et firma: én reklame, der skabte "awareness", én "preference" og én "loyalty". Ud af tre firmaer valgte jeg det skotske bryggeri Glenturret, der producerer whiskyen The Famous Grouse, og parrede dets værdier med nogle af Bob Dylans tekster. Jeg ville skabe en poetisk klang omkring konceptet via sprog og billeder og derigennem fortælle firmaets historie, samtidig med at man nærmede sig et stemnings- og lydbillede uden brug af lyd i præsentationen. De 3 reklamer efterfølges af "meta-communicative remarks" med tanker omkring relationen til de 4 P'er, brugen af storytelling, lay-out, komposition og målgruppe.

1. Mette Gert Clarup (IBA08D)
November 3rd, 2008
global communication:
the language of adver tising in English

2. The Glenturret Single Malt Whisky

3. Index
A zip of information on Glenturret
Three advertisements creating
(1) Awareness
(2) Preference
(3) Loyalty
Remarks
the ad’s relation to the 4 P’s
the target group
employed storytelling
and lay-out

4. Some facts
Glenturret is not alone Scotland’s oldest destillery. It is also one of the smallest. The first destillery was
constructed in 1775, and at the time, illegal whisky had already been produced for a long time at this very
location. Beautifully situated between two hills, the Glenturret employs the water of Loch Turret and is the only
destillery to do so. The destillery is one of Scotland’s most visited having had over 2.6 mio. visitors over the last
20 years.
The Glenturret is a single malt whisky which used to come in 4 different ages (10, 15, 18, and 21 years) -
however, only some of them are available nowadays. As proven by a Gold Medal in 1987, 1990, and 1991 at »The
International Wine and Spirit Competition« and in 1990, 1991, and 1992 at »Le Monde Selection« in Brussels,
they are internationally acknowledged.
Connaisseurs’ description:
Taste: Very soft, strong honey notes, mature orange crust and fresh vanilla
Malt, cocoa, ginger, soap, herbs
Colour: Light amber
Scent: Citric with mild notes of green apple
Enjoy as is or on the rocks!

5. Awareness

6. Preference

7. Loyalty

8. (1) (2) (3) The 4 P’s:The price of the whisky should be above
average due to the commitment that follows the
All three ads are suited for the following markets in brand’s origin.
the Dream Society
The ads of the Glenturret campaign are imagined to be
The market for Peace at mind: telling the story of the placed in villages and train stations as illuminated
good old days - an escape from the disorder of the posters/billboards for the colours to come through
modern world. properly to the referent.
The market for Adventure: conveying a break from the I imagine The Glenturret company later on in a
busy and/or monotonous everyday life through a promotional cooperation with Mr. Dylan in the making
leisure activity such as deplacing oneself in some way - of exlusive record sale for sale in Scottish pubs only.
physically and/or mentally
As for the choice of Bob Dylan as a copywriter, it
The market for Togetherness, Friendship & Love: might not be the only artist with whom Glenturret
supporting rituals that help us in dealing with could make partnership over time. However, the
relationships elected artist should have a more sober than not image
or reputation, at least for getting the campaign right on
A lot has been said and sung about whisky, and a.o.t., track to begin with.
whisky fans say it leaves you with a less worried mind.
Bob Dylan has a humouristic and punching way with
Storytelling: All three ads are sought to consist of a words that I find goes well with the picture of a whisky
poetic tone. The idea is to take a soft sell-approach and drinker’s assumed lifestyle. As for Bob Dylan’s music,
create a storytelling set-up around whisky drinking there is certainly enough to dive into and a lot of
that conveys an atmosphere of being pals with nature. genres that would fit whisky well.
Scotland has a magnificent air and scenary. Scots are an Many of his lines are strong enough to stand alone and
extremely welcoming people and not at all stingy still have enough universal appeal to be explicated in
when it comes to providing their visitors with sigths many of life’s different corners.
worth seeing. The Highlands and the Lochs are my
source of inspiration together with the amber colours The photographs originate both from Scotland and
of this whisky and bits and pieces of lyrics written by elsewhere, being my attempt to first of all capture the
singer-songwriter Bob Dylan. desired atmosphere.
This in all opens for a larger series of ads and for The target groups differ from ad to ad and these
implementation of multimedia assets. matters are sought disentangled on the following
pages.

9. (1) COME DOWN TO MY SHIP, HONEY
Suited for the following markets in the Dream Society: The water being the “reminder” - how does a wash
feel? inciting the diving into an exciting new world!
The market for Peace at mind: telling the story of the
good old days - an escape from the disorder of the The clouds being the troubles/stress that will dis-
modern world. appear if the referent decides to come aboard the ship
The market for Adventure: conveying a break from the The reflexes on the water being the obvious wit and
busy and/or monotonous everyday life through a clearsighted state of mind obtained by a drink of
leisure activity such as deplacing oneself in some way - whisky.
physically and/or mentally
And none the least, the embracing branch invites the
The market for Togetherness, Friendship & Love: referent into nature and gives a physical contact and/
supporting rituals that help us in dealing with or meeting with oneself on a deeper level.
relationships
As an almost obligatory element, the bottle will, in
some minds, go for a fallos, which explains itself and
the target group.
The first ad targets the referent who has none or only
slight knowledge of the Glenturret brand. Travellers The ad contains the potential of a feuilleton, as more
and residents in Scotland and England, business sequences could be added to the story. It leaves the
women, women of 40-65 of age. The unaware. referent wondering as to what could happen next. In
the preference and Loyalty ads, the copy could
The elements are simple graphics showing a sample of therefor play with the consumers’ ideas gathered on
a loch under a cloudy sky, a caligraphic piece of a the community website.
branch embedded in the water and a bottle of
Glenturret whisky embraced by the branch, which
seems to wrap its hands around it.
These elements together with the capture “Come on
down to my ship, Honey” refer to different symbolic
levels of the story:
A call for the referent to join in
The ship being the mouth/throat of the whisky drinker
Awareness
The honey being the primary sweet notes of the
whisky

10. (2) (She was) GENTLE LIKE A FAWN The caption originates from lyrics about a woman, and
so in this case, the gentleness of the fawn turns into
Suited for the following markets in the Dream Society: “the kindness of the amber coloured drink.”
The market for Peace at mind: telling the story of the The journey to the loch/seaside and the sitting on a
good old days - an escape from the disorder of the rock for hours, maybe days to begin with, is a thing
modern world. triggering most men, both done on their own and in
groups. The element of survival and/or danger of
The market for Adventure: the need for a break from being “lost” in the outskirts or extremity of civilization
the busy and/or monotonous everyday life through a appeals to the ancient brain stem cells still locateable in
leisure activity such as deplacing oneself in some way - the heads of most men.
physically and/or mentally
Maybe some of the same forces are drawn from the
The market for Togetherness, Friendship & Love: depths, when a man urges for a glass of whisky at
supporting rituals that help us in dealing with home, sitting silently in a minimum of light, letting the
relationships glass last for hours, listening to a man and his guitar
whilst savouring the enduring levels of his very own...
Glenturret.
This ad working for Preference has modern men aged
25-45 as its target group.
AIDA:
.
attention: hard and/or “furry” stones combined by the
water element and the cloudy sunset, again, the fallos
bottle, in the foreground, ready to grab. Small details
placed on the rocks that turn out to be tartan dressed
bagpipers lying about, while - maybe still - playing
their pipes.
interest: nature theme, dusk, partying, humour
desire: male friendship exploration, ie the male version
of in depth togetherness and focus, alongside drinking Fawn 1
and buddying noun
1 a young deer in its first year.
action: adventure, a state of mind beyond the usual, 2 a light yellowish-brown color. Preference
tactile incitement “on the rocks”, “Kick your shoes verb [ intrans. ]
(of a deer) produce young.
off ”, “Take a dive”, “Bounce around”

11. (3) HONEYSUCKING BLOOMING AIDA:
IN THE WILDWOOD AIR
attention: soft and/or furry shapes combined by pink
and what might again be a fallos.
Suited for the following markets in the Dream Society:
interest: nature theme
The market for Peace at mind: telling the story of the
good old days - an escape from the disorder of the
desire: romance, sex, in depth togetherness, focus
modern world.
action: adventure, a state of mind beyond the usual,
The market for Adventure: the need for a break from
tactile incitement, “Kick your shoes off ”
the busy and/or monotonous everyday life through a
leisure activity such as deplacing oneself in some way -
physically and/or mentally
The market for Togetherness, Friendship & Love: .
supporting rituals that help us in dealing with
relationships
The market segment of the Loyalty ad consists in
women aged 30-55. The strategy of soft sell goes hand
in hand here with the origin of the product. Women
who love nature’s details, handcrafting, enjoy all kinds ˈ ī ˌ ŏ
of weather, all nature’s flavours and who only long for
more hours for actually enjoying the above mentioned.
Signifiers: ˈ ə ēˌ ə ə
A field of straws in bloom/seed as far as reaches the
eye. A seemingly melting bottle of Glenturret whisky
that ressembles liquid honey. A warm and tender feel.
The lay-out strives to make the eye move gently
around in a circle with “Nature” in the middle.
Caption: Honeysuckle blooming in the Wildwood Air:
a line from Bob Dylan’s laid back Highlands song, My
Heart’s in the Highlands. (see below) ū
Loyalty

12. Mette Gert Clarup (IBA08D)
October 2008
Cheers!