Glenfiddich launches integrated effort to show brand's 'pioneering spirit'

Single malt scotch Glenfiddich launched a campaign this week to position its brand as a “pioneering spirit.” The “One day you will” effort includes CRM, social media, out-of-home, print, online and event marketing.

Glenfiddich, which is owned by distillery William Grant & Sons, worked with several agencies on the effort, including marketing AOR Momentum Worldwide, design firm The Media Kitchen, ad firm Leagas Delaney and digital shop LBi.

“We wanted to make a bold statement to reinforce the brand's credentials as the true pioneer within the category,” said David Bitran, senior brand manager for Glenfiddich. He added that this campaign reflects the brand “first pioneered the single malt category in 1962, and has been at the forefront of numerous game-changing advancements since then.”

The campaign's main target demographic is men ages 30 to 54.

“We have identified our target consumers as a group we like to call optimistic explorers, those that are motivated by adventure and challenge,” added Bitran.

Next week, the company will launch billboards in Dallas, Los Angeles and New York, as well as digital buys on online properties such as Wired, The New York Times, and SI.com. Print ads will appear in the November issues of Esquire and Men's Journal, as well as in Wired, Backpacker and spirits trades in coming months, said Bitran.

A microsite, www.glenfiddich.com/explorers, allows consumers to sign up to receive news about the brand and participate in contests. Consumers can also interact with Glenfiddich's team of brand ambassadors on Facebook, noted Bitran.

To enter the contests, consumers must provide names and e-mail addresses. Bitran noted that the brand will also collect information at on-site events and samplings.

Glenfiddich will measure data such as consumer sign-ups on the website, sales and overall awareness.

The campaign will run through 2011.