Glenfiddich is ditching the "heather and weather" imagery used in traditional single malt whisky advertising for a new emphasis on lifestyle and tasting notes in a bid to entice drinkers from other spirits.
The new global ad campaign, One Day You Will, breaks next month in time for Christmas with cinema, print and digital ads.
It marks a departure from Glenfiddich's previous campaign, Every Year Counts, first launched in 2007, which focused on the age statements and heritage of the different aged malts but has now been described as "too one-dimensional" by the malt's owner William Grant & Sons.
One Day You Will would inject a "pioneering personality" through ads featuring scenes such as a sailing boat on open water and men looking out over mountainous landscapes images Grant hoped would evoke an association between the brand and people's life ambitions.
Other ads will feature tasting notes and supporting photography such as a pear and a strip of oak alongside the Glenfiddich 12-year-old, and honey and raisins beside the 15-year old variant. It marked the first time a whisky had communicated tasting notes in such a way, said Katie Rawll, Glenfiddich's global brand director.
Although sales of Glenfiddich in the UK have soared 35% to £26m over the past year [Nielsen 52w/e 4 September], modernising the advertising of single malt to suit a contemporary audience was necessary to recruit new drinkers from spirits such as rum and vodka, said Rawll.
"Whisky advertising has always been very heather, weather and tartan and we see One Day You Will as a bold departure from that," she said. "Any brand can focus on age statements and all the generic stuff about heritage. This just makes people think 'I'll buy a whisky' rather than any particular brand."
Commenting on Diageo's three year plan to replace Glenfiddich as market leader with Talisker, Rawll said its rival's marketing campaign would help grow the category.
"I don't see why we won't be market leader in three years," she added.
The new global ad campaign, One Day You Will, breaks next month in time for Christmas with cinema, print and digital ads.
It marks a departure from Glenfiddich's previous campaign, Every Year Counts, first launched in 2007, which focused on the age statements and heritage of the different aged malts but has now been described as "too one-dimensional" by the malt's owner William Grant & Sons.
One Day You Will would inject a "pioneering personality" through ads featuring scenes such as a sailing boat on open water and men looking out over mountainous landscapes images Grant hoped would evoke an association between the brand and people's life ambitions.
Other ads will feature tasting notes and supporting photography such as a pear and a strip of oak alongside the Glenfiddich 12-year-old, and honey and raisins beside the 15-year old variant. It marked the first time a whisky had communicated tasting notes in such a way, said Katie Rawll, Glenfiddich's global brand director.
Although sales of Glenfiddich in the UK have soared 35% to £26m over the past year [Nielsen 52w/e 4 September], modernising the advertising of single malt to suit a contemporary audience was necessary to recruit new drinkers from spirits such as rum and vodka, said Rawll.
"Whisky advertising has always been very heather, weather and tartan and we see One Day You Will as a bold departure from that," she said. "Any brand can focus on age statements and all the generic stuff about heritage. This just makes people think 'I'll buy a whisky' rather than any particular brand."
Commenting on Diageo's three year plan to replace Glenfiddich as market leader with Talisker, Rawll said its rival's marketing campaign would help grow the category.
"I don't see why we won't be market leader in three years," she added.
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