Space has created a new advertising campaign, to promote the launch of Glenfiddich Grand Cru across the USA. The campaign features print and digital ads as well as major out-of-home executions focused on Los Angeles and New York City.
Glenfiddich Grand Cru is a new whisky from the world’s most awarded single malt Scotch whisky. Bridging the gap between French refinement and Scottish prestige, the 23-year-old single malt Scotch whisky is finished in rare French cuveé casks and aims to tap into celebratory moments and occasions.
The campaign breaks away from the traditional imagery of Scotch using Grand Cru’s decadent black and gold palette and effervescent firework burst, and borrowing from traditionally French celebratory language.
Launched in October in the run-up to Christmas and New Year, the campaign features in luxury print content covering high-end lifestyle and business titles as well as digital and mobile. Iconic painted sites created in Manhattan, as well as full motion copy on the Express Screen in Times Square.
“Grand Cru allows us to target a wider audience introducing Glenfiddich into new drinking occasions. It was vital that we started this journey through driving top-of-mind awareness, and Space has done this through a highly distinctive and impactful campaign”A William Grant & Sons spokesperson
Sean Kelly, Business Director at Space, comments: “Glenfiddich consistently goes beyond the conventions of Scotch, and Grand Cru continues this tradition. The stunning packaging and visual world evoke celebration, and therefore we worked hard alongside media planning to develop a high impact and highly visual luxury campaign which heroes this and the bottle to create something that will truly stand out for drinkers and the category”.
Media planning in the US was conducted by Anchor and Resolute Digital. The painted billboards are being delivered by Colossal Media.