Best consumer marketing awareness campaign - malt whisky: Glenfiddich

27 August, 2008
Page 42 
The world's favourite single malt Scotch flexed its muscles in the spring of 2007, with owner William Grant launching a wholesale repackaging of the range and a new brand identity, supported by an unprecedented investment of £23 million in a communications platform around the world.

The Every Year Counts campaign is designed to bring in new customers and to encourage existing Glenfiddich drinkers to trade up through the range of older variants . "Our aim is to achieve a much more emotional bond with the product," says the company's Rory Steel.

"Every Year Counts is something that translates easily in other markets," adds Steel. "It will be particularly relevant in Asian markets for the Chinese New Year."

The campaign focuses primarily on the seven key markets for Glenfiddich - the US and UK, Taiwan, China, Spain, Canada and Russia - targeting in particular its core of male drinkers aged 35-50 .

With a series of executions such as A Day is a New Idea; A Year is a

New Era, the marketing message parallels the years it takes to produce a bottle of Glenfiddich with the span of time it can take to realise one's goals in life .

While the campaign is supported by all forms of media, including TV, print, outdoor advertising and tasting events, the revamped website is a key element. "Online will be a very big part of it," Steel says, "to get into a two-way dialogue with our consumer and make them feel special."

The end goal is for Glenfiddich to be the first single malt brand to sell one million cases in a year, starting from its current level just under 900,000 cases. At the time of the relaunch in March, Steven Sturgeon, William Grant global marketing director, said: "2007 is the year we reassert our position as the brand leader."

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