The Rock’s latest project has made waves, notably with the launch of The Glenlivet 12 Year Old Jamaica Edition whisky. This special edition, aged in casks that previously held Jamaican rum, embodies a unique tropical flavor.
The whisky’s campaign was shot in Jamaica, highlighting beautiful locations like Treasure Beach and Portland. It featured a local cast, including Miss Universe Jamaica 2020, Miqueal-Symone Williams, and Scottish actor Thomas Doherty, known from HBO’s Gossip Girl. Their on-set chemistry created a memorable experience. Williams mentioned, “Working with Thomas was incredible. He made it easier for me as I navigated acting for the first time.”
Director Louis English, an experienced cinematographer known for his work with big brands like Google and Audi, ensured the shoot’s professionalism. According to Williams, “He was clear with his vision, and the team executed it perfectly.” The shoot combined Jamaica’s vibrant culture with the elegance of Glenlivet whisky, showcasing the local lifestyle.
Producer Carleene Samuels chose a talented local team to bolster the project. Hair stylist Melleisa Dawkins expressed pride in using Jamaican products during the shoot. “It keeps the work grounded in homegrown quality,” she said.
Kareen Blake Chin, the casting director, highlighted how preparation made for a smooth process. “We had a clear concept, which made everyone confident and engaged.” The project employed 22 local talents, embodying adventure and fun.
Expert opinions suggest collaborations like this bridge cultural gaps, creating authentic expressions of place in advertising. A recent survey noted that 70% of consumers prefer brands that respect local traditions in their marketing.
Select Brands’ Sheldon Moffat shared his excitement for the Glenlivet Jamaica Edition, calling it a point of pride that aligns with the brand’s reputation. “The Glenlivet is respected globally and serves a range of palates,” he added.
The campaign had a flashy launch last October at Flyfish Club in Manhattan, featuring a menu inspired by Jamaican flavors crafted by celebrity chef DeVonn Charles Francis. Despite a brief setback due to Hurricane Melissa, the team quickly resumed efforts, even donating to the World Food Programme to aid recovery in Jamaica.
By blending high-quality whisky with the stunning cultural backdrop of Jamaica, The Glenlivet has created more than just a drink; it’s a celebration of heritage and community. This project showcases how traditional brands can innovate while staying connected to their roots.
