The Offer: Single malt Scotch whisky maker Glenfiddich recently launched a campaign emphasizing the brand’s pioneering spirit with the theme, “One Day You Will.” It includes print and outdoor advertising, as well as a microsite and sweepstakes component aimed at growing the company’s database. The latest sweepstakes, ended October 31, gave site visitors the chance to win £3,000 ($4,800) toward an adventure trip of their own.
The Data: To join the Explorers program, users enter basic demographic information and opt in to receive both digital and direct mail communications from Glenfiddich. To enter the sweepstakes, club members can write up to 350 words about their ideal adventure and enter information about their interests and spirits consumption.
The Creative: Collateral, created by London-based agency Leagas Delaney, emphasized the pioneering spirit that the company’s founder, William Grant, exhibited when he founded the brand at age 46 in 1887. It also promoted the spirit behind the company’s belief that it was the first to market itself as single malt. Creative highlights the unique flavors and aromas contained within each of the brand’s major products, 12-, 15- and 18-year.
The Channel: Glenfiddich used print, out of home, PR, online and events for the campaign, with ads driving viewers online. Events include VIP tastings led by Glenfiddich’s malt master and ongoing events led by brand ambassadors throughout the world. Attendees can sign up for future messaging on-site.
The Verdict: The new Glenfiddich advertising campaign is a fresh and forward-looking way to connect today’s consumers with this brand’s pioneering heritage. The direct marketing components — an invitation to join the Explorers Club and a promotional sweepstakes – bring the campaign to life. I’ve already signed up.
