Glenfiddich begins global ad campaign

A new global advertising campaign for single malt Glenfiddich is set to roll out in the coming weeks.

The ‘One Day you Will’ campaign will run include relationship marketing, digital, social media and PR, including both lifestyle and tasting note executions, alongside the call-to-action aiming to encourage consumers to make the most of life’s adventures.

The creative features scenarios which look to inspire awe, including a sailing boat on open water and a mountainous landscape with two men looking out to the distance.

A cinema ad will also reach screens in the UK on November with executions rolled out in outdoor, print and digital.

Katie Rawll, Glenfiddich global brand director, explained: “One Day You Will takes Glenfiddich into a brave new territory for single malt. We pioneered the single malt category and have a long history of whisky innovation. 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.”

Glenfiddich’s new brand positioning and core audience insight was developed by brand consultancy, The Gild. It is this new positioning, which translates into One Day You Will, was developed by creative agency, Leagas.

The new advertising campaign will be rolled out globally from 18 October 2010 and is supported by a multi-million pound global media spend across North America, Asia and Europe.

The campaign is supported by global PR, Relationship Marketing and digital communications platform, which will identify, foster and celebrate the world’s most pioneering people, ideas and endeavours. This will be supported by the launch of bursary programmes, which will enable Glenfiddich consumers to turn their ambitions into reality.

Katie Rawll continued: “We are confident One Day You Will will be a real success with a strong impact on the growth of our business. The campaign is testament to the pioneering spirit of the distillery’s founder, William Grant, and we continue to stay true to his vision.”

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