Brief Description: This campaign for Glenmorangie Ten Year Old and Wood Finish Malt Whiskies aimed to grow market share with minimal discounting and to increase sales in year 1 and maintain them in year 2, at premium price. Targeting the younger, male drinker the 'Glen of Tranquility' campaign used TV and radio and press was introduced later. The focus was the Christmas season. The results included: ROI of 209% on media spend for year 1, sales success was achieved, very controlled regional exposure proved sales were attributable to advertising. Brand equity was built and an emotional connection to the brand was created. An overall success---(TAGS)---Full Title: Glenmorangie Whisky - It's quiet. Too Quiet. Glenmorangie quietly confounds the market ; Number: 2000/11 ; Brand: Glenmorangie Whisky ; Client: Glenmorangie PLC ; Product Category: Drink (Spirits - white/dark) ; Drink (Alcoholic drinks - all) ; Agency: 1576 ; Author: Ruth Lees, Jacob Wright ; Prize Winners: 2 Star (Adworks ref: Advertising Works 11)