Space positions Glenfiddich as the luxury choice this festive season

William Grant & Sons brand Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, has launched a nationwide advertising campaign positioning itself as the luxury choice for the festive season.

The campaign, adapted for the UK market by creative agency Space, aims to increase Glenfiddich awareness, consideration, and luxury associations amongst a younger whisky audience.

It features across video-on-demand, 6-sheet and 48-sheet out-of-home, social and digital display and is the brand’s biggest investment in 2022.

This latest work forms part of the brand’s ongoing global platform idea, “Where Next?” which Space initially conceived and developed in 2019 and which has been running in over 40 international markets.

Focusing upon festive rituals such as gifting and celebrating, the campaign heroes Glenfiddich Grand Cru – a single malt whisky matured for 23 years in American and European casks and finished in rare French Cuvee casks.

Three creative executions, featuring luxury lifestyle photography, have been developed for OOH / social and display targeting specific audiences’ festive consumption needs – indulgent gifters, indulgent celebrators at home, and indulgent celebrators in bars – to position Glenfiddich as the go-to accompaniment for festive indulgent rituals. Copy headlines include “Nights Out That Stand Out”, “Celebrate The Occasion” and “Spectacular Nights Gift-Wrapped”.

OOH runs from 24th October to 6th November with social/display going live from 7th November to 31st December.

Video-on-demand, running from 17th October to 27th November, features the original 30” film that Space created for the launch of the “Where Next?” global campaign.

Running alongside this work, as part of a wider omni-channel push for the brand in the UK in Q4, is a specific 6-sheet and social media campaign promoting the core 12-year-old variant.

The execution, also developed by Space, gives prominence to the brand’s distinctive asset, the stag, to build memorability and features the headline: “Always Asking Where Next?”.

Extensive shopper marketing and e-com assets have also been developed to help the brand become “first to find” in retail during the key festive trading period.

Glenfiddich has also partnered with Rosewood London to promote its new Time Re: Imagined Series of 30, 40, and 50-year-old whiskies with an exclusive luxury experience space at the hotel in Holborn.

The Time: Capsule, which runs until April 2023, is an opulent Glenfiddich branded terrace offering a luxuriously indulgent escape from the busy city life and the perfect setting to enjoy delicious cocktails and exquisite drams from Glenfiddich.

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