Glenfiddich unveils fresh global positioning
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William Grant & Sons is repositioning its single malt whisky brand Glenfiddich with a global campaign that pushes the drink’s “pioneering sprit”.
The multimedia campaign, dubbed “One Day You Will”, aims to differentiate the brand from “more traditional” single malt rivals, according to global brand director Katie Rawll.
“Our new advertising campaign celebrates our consumers’ self-belief and reflects our pioneering spirit and this future looking concept clearly differentiates Glenfiddich from our more traditional competitors,” she adds.
Other single malt brands include Glenlivet, Balvenie and Bowmore.
The creatives feature “awe-inspiring scenarios”, aimed at celebrating “the journey taken in realising a goal or ambition”. Images include a sailing boat on open water and a mountainous landscape with two men looking out to the distance.
Glenfiddich is marketed in the UK by First Drinks.
The campaign, which includes television, press, outdoor and digital activity, will be rolled out globally from 18 October. It was created by Leagas Delaney.
YouGov Insight:
British Drinking
- The trend towards teetotalism is on the increase, possibly influenced by lifestyles of ethnic minorities, not to mention health concerns among the wider population.
- 69% of UK adults believe that binge-drinking is a ’British Thing’.
- 60% of UK adults agree that alcohol packaging should have health warnings like on cigarette packets.
- 53% of UK adults agree that low prices for alcohol are to blame for binge drinking.
- 40% of UK adults agree that the government should set a minimum price for alcohol.
- 47% of alcohol drinkers say most of their drinks budget is spent on drinking at home.
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