Take Off Your Pants

A Spirits PR Case Study

The Glenlivet: How do you get a distilled spirit on the morning news?

The Glenlivet, the best selling single malt Scotch in U.S., used Tartan week— a holiday to celebrate the contribution of Scottish-Americans—to ask television broadcasters to take their pants off for charity. We created The Glenlivet’s Wear a Kilt to Work Day, which asked morning news anchors to undress and wear a kilt on air to raise funds for an international nonprofit. And undress they did. TTC provided kilts to on-camera talent from Hawaii to Boston and 25+ markets in-between, garnering over 80 million media impressions on network programs across the United States. The initiative was directly responsible for nearly 3,000 new sales accounts across the country and was called a “brilliant use of marketing dollars,” by the head of the company’s sales division.