In this article:
- The Glenlivet is infiltrating search algorithms to challenge the perception of the stereotypical whisky drinker.
- Influencing search algorithms is a common tactic among marketers in several industries
The Glenlivet, the whisky brand owned by Pernod Ricard, is trying to end whisky stereotypes.
The company launched a new global campaign, dubbed #BreakTheStereotype, to “change the visual landscape” of whisky drinkers. As part of the campaign, The Glenlivet is planting images in the Google algorithm. From now on, when users type “whisky drinker” into search engine algorithms, they will see photos featuring all types of people enjoying whiskey instead of only middle-aged white males.
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Influencing search algorithms is a common tactic among marketers in several industries. Earlier this month, Heineken attempted to fight bias in football by buying essential AdWords around popular soccer questions to make sure that female accomplishments were not overlooked. Olay and Pantene, two Procter & Gamble brands, have also tried to influence algorithms to fight biased beauty standards.
The images in the ”#BreakTheStereotype” campaign were taken by Ugandan-British photographer Danny Kasirye and queer Chicanx artist Devyn Galindo. To support the campaign, The Glenlivet has set up a pop-up bar in London where it will ask guests to take pictures of themselves drinking whisky, and those pictures will later be used to infiltrate the algorithm further. In addition, the brand is asking consumers to post photos of themselves with their favorite whisky drink and the “#BreakTheStereotype” hashtag. A selection of these images will be shared by Glenlivet on their social platforms.
The Glenlivet’s search engine hack is the brand’s latest effort to diversify. It comes less than a month after the brand launched a female-centric campaign starring Academy Award Winner Anna Paquin in Australia and New Zealand.
“We’ve seen an evolution in who the whisky drinker is,” said Sona Bajaria, vice president of at Pernod Ricard. “More and more, we’re seeing people of different demographics and backgrounds consume whisky. To ensure it has a lasting impact, we will continue delivering content through our ongoing marketing.”