ABOUT

Glenfiddich asked to position their brand to a wider spirit drinking audience. Working on the insight that 'the general public treat whisky knowledge and wine knowledge similarly, and don't want to do or say the wrong thing’, and also that whisky like wine is aspirational', we took the position that Glenfiddich was easy to get to know. All you have to do is release the aromas by adding one cube of ice, in-turn you were then associated with a sophisticated and aspirational lifestyle. We created an elegance of design - always up-to-date showing recent events run by Glenfiddich, but also alluding to Glenfiddich's rich background and heritage. This heritage gave Glenfiddich the authority to dispense great, yet stunningly simple whisky advice which is encapsulated in our 'BIG IDEA' - 'Great whisky, made easy'