Recruit a new generation of single malt whisky drinkers around the world
We invited the world to “Unlearn Whisky” and challenge drinkers’ preconceptions of the category and the Glenfiddich brand in this integrated campaign to launch the new Glenfiddich Experimental Series.
The Experimental Series, an on-going range of new and innovative whiskies, is the result of collaborations with trailblazers from the whisky world and beyond to unlock new drinking experiences. Launching with Glenfiddich IPA Experiment, the world’s first single malt whisky finished in India Pale Ale (IPA) casks and Glenfiddich Project XX, the result of marrying 20 casks into one exceptional whisky, Glenfiddich is continuing to push the boundaries of convention in the category that it pioneered.
A thought provoking and highly arresting 60” TV film, promoting Glenfiddich IPA Experiment, forms the centre piece of the campaign. It explores the extremes of human intellect through a series of scenarios including the first sparks of love, the carelessness with which we sometimes treat the planet and the positivity that results from fostering our curious nature. These vignettes eventually focus in on mastery and creativity, reflecting the guiding principle behind these new whiskies: only by mastering our art do we earn the right to truly experiment. The film’s stark imagery, bold visual style and intense rhythmic soundtrack further demonstrates how Glenfiddich is rewriting the whisky rulebook.
In keeping with the disruptive nature of these liquids and the global TVC, we devised similarly disruptive signature serves for the two whiskies with accompanying glassware and bar materials.
Both these serves; Glenfiddich IPA Experiment served with a slice of blood orange peel to perfectly complement the hoppy notes and Glenfiddich Project XX, served with sea salt on the rim to enhance its summer fruits and candy floss notes, feature in two separate, short films.
The campaign, running across key markets in Europe, Asia and America, features TV, cinema, digital and social media, PR, experiential, shopper and on-trade communications.
First global market share increase since 2010
Returning Glenfiddich to global leadership of the single malt whisky category
Winner of MAA 2018 Best International award
- global sales uplift
- Top 1%
- of Most Distinctive Ads Ever Tested