William Grant & Sons launched a new campaign for Glenfiddich Bourbon Barrel Reserve 14 Year Old, asking viewers to “Rethink Whisky.”
Based on the idea that Scotch is the most misunderstood spirit, the “Rethink Whisky” campaign invites viewers to reexamine everything they think they know about Scotch.
“Glenfiddich Bourbon Barrel Reserve 14 Year Old is bold, elegant and delicious, but it’s also different from your traditional Scotch whisky,” said Michael Giardina, Glenfiddich Senior Brand Manager. “We wanted this campaign to challenge stereotypes about single malt Scotch and introduce Glenfiddich to a new generation of whisky drinkers.”
The “Rethink Whisky” campaign is comprised of four films (“Aunt Evie,” “Scotch with Dad,” “Pairings,” and “Scotland, KY”), each with its own visual identity that echoes the different tones of Glenfiddich Bourbon Barrel Reserve 14 Year Old. These films, created by Rokkan and produced in partnership with DECON, will live on Glenfiddich.com, as well as on Glenfiddich social channels, including Facebook, Instagram and YouTube.
In addition to creating the “Rethink Whisky” films, Rokkan also produced media banners to promote the campaign and updated the Glenfiddich website to house the campaign content. Additional support for the campaign will be executed via social engagement with #RethinkWhisky and select partners.
“It was important to reach future Scotch drinkers on digital platforms, because that is where they’re spending the majority of their time,” said John Noe, CEO & Co-Founder, Rokkan, Glenfiddich’s agency of record. “With rich cinematography and subtly humorous performances that reflect the beauty and character of Glenfiddich Bourbon Barrel Reserve 14 Year Old, the ‘Rethink Whisky’ films will make people excited to try something new.”