Take Off Your Pants
To commemorate Tartan Day, a holiday designed to celebrate the contribution of Scottish-Americans to the United States, TTC created The Glenlivet’s Wear a Kilt to Work Day and challenged morning news anchors across the country to wear a kilt on air to raise money for an international nonprofit. TTC dressed news anchors from Hawaii to Boston and 25+ markets in between in kilts, garnering over 80 million media impressions on network programs across the United States. The initiative, also used to engage distributors, was directly responsible for nearly 2,000 new sales accounts across the country and was called a “brilliant use of marketing dollars,” by brand sales.