Let's Make This More Interesting Episode 6: How to win a peacock show (with Gemma Parkinson)
Oct 23, 2023
Gemma Parkinson, a Global Marketing and Business Director at Moet Hennessy, shares advice on elevating a presentation into an irresistible performance. Topics include challenging traditional norms in the world of scotch, creating a cult following for Ardbeg whiskeys, embracing the negatives to create an authentic narrative, captivating the audience through physicality, and creating impact during a performance.
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Ardbeg Fans' Extreme Devotion
- Fans of Ardbeg are deeply committed and often make pilgrimages to the distillery.
- Some even name their children after Ardbeg, showing extreme devotion.
Turning Mistakes into Collectibles
- A distillery mistake mixed Ardbeg whiskey with another, creating a new product called Serendipity.
- The brand openly shared the mistake and released it, which turned the negative into a collectible positive.
Interest at Brand Core
- Ardbeg built interest into the core of its brand by describing its taste as "biting down on a spiky ball."
- This daring description encourages the brand team to embrace bold storytelling and creative risks.