ABOUT

How do we get people to drink single malt whisky in the summer?

Even the World’s Most Awarded Single Malt Scotch Whisky has a seasonal consumption problem. We needed to change the perception of Glenfiddich being a cold-weather drink. Our big brand idea was the creation of a new drinking occasion in the consumers’ minds.

THE GOLDEN HOUR

The time when the sun starts to set, the jumpers come on, you light the barbeque, the perfect time for a summer dram, and an inspiring time for people to capture. We sent Glenfiddich Brand Ambassador Mark Thomson on a road trip to discover the best sunsets in Britain; a content generation exercise stretching the length of the UK, ending at the Distillery in Scotland. This was charted in a Tumblr blog throughout the week.

Each sunset he found was captured as a virtual reality whisky tasting as one of the first brands to use Facebook 360 and Youtube 360. Even if it was a rainy day, fans could experience their own immersive golden hour, with a guide to their dram from Mark Thomson. We then encouraged fans to savour and capture their golden hours with a social hashtag: #GFGoldenHour.