At its core, this was a challenge about embedding new ways to foster connection into the broader brand ecosystem, focusing on fully appreciating and understanding each demographic’s wants and needs.
We first identified the imperatives for connection and inclusivity through a “cultural vision” panel with thought leaders across the DEI, luxury, and alcohol spaces, as well as in-depth research with whisky consumers. We dug into the semiotics of inclusivity, looking at the codes and cues of brands that resonated more deeply with Black and African American consumers and how they differed across categories. Through this process, we gained an understanding of how to welcome more people into The Macallan through everything from product design to messaging.
We found that storytelling sits at the heart of inclusive connection, and we knew it had to factor heavily into our solution, creating a detailed set of storytelling imperatives focused on connecting with Black and African American consumers. These imperatives stretched across products, experiences, and rituals, bringing them to life in an authentically inclusive and engaging way.