Glenfiddich unveils fresh global positioning

William Grant & Sons is repositioning its single malt whisky brand Glenfiddich with a global campaign that pushes the drink’s “pioneering sprit”.

The multimedia campaign, dubbed “One Day You Will”, aims to differentiate the brand from “more traditional” single malt rivals, according to global brand director Katie Rawll.

“Our new advertising campaign celebrates our consumers’ self-belief and reflects our pioneering spirit and this future looking concept clearly differentiates Glenfiddich from our more traditional competitors,” she adds.

Other single malt brands include Glenlivet, Balvenie and Bowmore.

The creatives feature “awe-inspiring scenarios”, aimed at celebrating “the journey taken in realising a goal or ambition”. Images include a sailing boat on open water and a mountainous landscape with two men looking out to the distance.

Glenfiddich is marketed in the UK by First Drinks.

The campaign, which includes television, press, outdoor and digital activity, will be rolled out globally from 18 October. It was created by Leagas Delaney.

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