UK’s single malt Scotch whisky has launched a global advertising campaign that celebrates the brand’s 126 years of family-owned independence.The strapline, ‘Family Run Since 1887’, is at the heart of the £2m campaign which has been developed to communicate the five generations of care and expertise that go into Glenfiddich’s whisky making.
The campaign has just launched across the UK and incorporates major outdoor advertising, PR and targeted website activity emphasising the family’s vision to create ‘the best dram in the valley’.
The adverts, which focus on Glenfiddich’s bottle and family imagery, have gone live on billboards at London Underground stations and will feature across national newspapers such as The Independent for the rest of the year.
In the off-trade, a premium selection of gifting options have been released across each channel to drive the ‘Family Run’ message at key sales periods including Christmas.
The gifting programme has also been designed to drive consumers to the Glenfiddich website, which has been revamped to further encourage exploration of the brand’s history and its family of single malts.
Visitors to the website are now able to click through to a Whisky Gift Guide, curated by blogger Alwynne Gwilt, also known as ‘Miss Whisky’.
Senior Brand Manager for Glenfiddich at First Drinks, Sarah Harding, said:
“‘Family Run Since 1887’ makes perfect sense because it’s a simple but powerful truth which has the longevity and the flexibility to be at the heart of our brand communications for years to come.
“We know from consumer research that family ties imply long term nurture and care, which ultimately results in a ruthlessly premium whisky and a single malt of which we are proud.
“The ‘Family Run’ creative incorporates emotive headlines and distinctive imagery, reinforcing Glenfiddich’s heritage and authenticity.
“The overarching aim of this campaign is to communicate Glenfiddich as a prestigious whisky with deep-rooted quality, and to capitalise on the positive trend of the demand for single malt whisky outstripping supply.
“As the world’s most awarded Scotch whisky, we know Glenfiddich is well placed to do this.”
Later in the year further plans will be announced for the campaign, including specific activation in the on and off-trade sectors.
