Glenfiddich – New Packaging
The Challenge
The whisky that changed the whisky world forever, Glenfiddich, unveiled the new elegant look for their 18 Year Old variant. Staying true to their pioneering spirit, Glenfiddich, welcomed guests aboard the luxurious Rovos rail – aptly named the Glenfiddich Express for the day. Once escorted aboard by MC Tumisho Masha, guests were welcomed to navigate through the carriages, each serving as a trip through time discovering Glenfiddich’s award winning range. Following the 2 hour trip on board the Glenfiddich Express, guests were welcomed inside the main lobby, where the William Grant’s & Sons Brand Liaison for Sub Saharan Africa, Thami Banda, unveiled the exquisite new look of the 18 Year Old variant – a fitting end to such a distinguished day.
Results
With a limited budget and time frame of four months, we secured coverage in national publications as well as two broadcast interviews on SAFM and Doctor’s Orders TV Show.
Number of print pieces: 7
Number of online pieces: 7
Total number pieces of publicity: 14
Total Ad Value: R 309 153, 27
Total Audience Reached: 499 912
ROI: 1:3
Our Approach
  • Butter Knife compiled a press release, announcing the launch of the new packaging for the 18 Year Old variant
  • Pitched launch announcement release to trade and lifestyle media communicating the variant price and availability
  • Researched influencers and media titles to invite them to the launch event
  • Pitched social images following the event


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