Glenfiddich, the whisky distiller, is launching a £2m brand campaign with the new strapline “Every Year Counts”.
The campaign is part of a £23m global ad strategy for the product by owner William Grant & Sons and breaks next month across television, print, online, and in-store promotion.
The “Every Year Counts” strategy looks at the brand’s heritage and links to opportunities in life that can take years to materialise.
A new identity and packaging will also be rolled out to stores from September.
The company recently appointed direct agency Claydon Heeley to handle its global customer relationship management and promotions account. The agency already handled the brands UK CRM, and online work.