Glenfiddich New Variants Launch
The Challenge
Create awareness around Glenfiddich launching two new variants in South Africa, the Rich Oak and Distillery Edition, as well as drive consumer and media recruitment to the single malt category. Communicate the story behind Glenfiddich to the South African media and drive the premium status credentials of the brand.
Results
With the launch of two new variants in SA and the execution of a very successful three-month PR campaign, 10 pieces of print publicity were secured in upper LSM media titles:
Number of print pieces: 10
Number of online pieces: 5
Total number pieces: 15
Total ad value: R 347 277, 03
Total audience reached: 313 756
ROI: 1:8
Our Approach
  • Conceptualised a personalised media drop with a limited budget, ensuring the brand stands out from the cluttered market
  • Selected 10 journalists to each receive a signed letter from the Malt Master Distiller, Brian Kinsman, two weeks prior to the variants launching in SA. The letter informed journalists that they were personally chosen to be the first in the country to sample the new editions to the Glenfiddich family and that their parcel was making it’s way across the ocean, all the way from the Distillery in Scotland. The Rich Oak and Distillery Edition variants were uniquely packaged in a wooden crate resembling a shipment that had just arrived on South African shores. To ensure the delivery made an impact at media houses, the crates were delivered by the Glenfiddich brand ambassador and a bagpipe player, offering the whole editorial team an insightful tasting experience, in true Scottish style
  • In addition to the deliveries, product placement was secured in national print and online media titles
  • Secured competitions in leading media titles across South Africa, offering consumers the opportunity to interact with the brand


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