New print campaign for whisky brand

ONE of the best-known whisky brands has unveiled a new print advertising campaign, with images from a world-renowned still life photographer.

The Macallan has teamed up with Italian photographer, Guido Mocafico, under the art direction of London-based communications agency, SHOP.

‘The Macallan. The Malt’ campaign will primarily run in target publications in the brand’s principal export markets of Taiwan and the USA.

Says Ken Grier, director of malts at The Macallan’s parent company, The Edrington Group: “The stunning photography and the use of ‘The Macallan. The Malt’ is highly distinctive and will deliver increased brand recognition whilst continuing to support the brand’s luxury credentials. The brand is often described as ‘the world’s most precious whisky’ and this new advertising campaign certainly supports this positioning.”