The Macallan targets Gen Z in latest social media campaign with Emmy-nominated actor
The Macallan has launched a new social media campaign starring Hollywood actor James Marsden and his son Jack Marsden which aims to tap into the growth of Gen Z’s importance in the market.
The father and son duo star in what is described as “a cinematic social campaign” called Drink of a Generation, exploring the theme of a “generational handover” of “an enduring legacy”.
It focuses on the ultra-aged Sherry Oak 25 and 30 Years Old expressions, using the “decades-long maturation process of the whiskies as a literal and symbolic bridge between generations”
It comes on the back of research that found Gen Z will account for 30% of the luxury market by 2030, preferring to spend money that chimes with their values, marking a shift from “materialism to experimentalism”.
“By centring the campaign narrative on a real-life father and son, the brand is moving away from traditional, luxury tropes to focus on shared craft and relational storytelling,” the Macallan said.
It noted that 25-34 demographic is now its most-reached audience on The Macallan’s Instagram, and rather than scrolling through, they are completing video views, with around 1.5M ThruPlays (a performance goal and billing option for video ads).
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“Gen Z / Millennials consume branded content differently – they watch, absorb, and click through rather than just leaving surface-level likes,” the Macallan said. “By creating a cinematic, relational film rather than a traditional product ad, we’re meeting them where their focus actually lives.”
The campaign also features partnerships with a number of digital creators, including barber/groomer Vince Garica, jewellery designer Stella Simona and stylist Justin Boone which seeks to highlight the parallels between their mastery of the craft with The Macallan’s “meticulous whisky-making process”, it said.
“This campaign honours that legacy, celebrating how the mastery of craft is passed down through generations to those beginning their own journeys.”
In July last year, The Macallan’s brand owner, Edrington reported a double-digit drop in sales and profits, amid a volatile global market as consumer demand for spirits dried up. This prompted it to announce a renewed focus on ultra-premium products with 200-year old The Macallan brand as its key focus.
