The 'Challengers Welcome' campaign comprises OOH and social ads and includes headlines ‘The World’s Most Awarded Single Malt Whisky – Challengers Welcome’ and ‘At the top the only challenger is you – Challengers Welcome’.
The artwork adopts cues found in perfume and the ultra-luxury sector. According to Glenfiddich, premium photography captures light refractions from the iconic green Glenfiddich 12-year-old bottle, which lifts the work. The social campaign will feature across all content, including carousel posts and video.
Launching first in Mexico, the campaign follows 2017's Diver, film which launched the 'Challengers Welcome' campaign idea. The campaign will appear in 16 emerging whiskey markets, including South Africa, Cameroon, Mozambique, Kenya and Nigeria.
Oliver Rudgard, global brand director at Glenfiddich, says, "The campaign creative has been developed to elevate our iconic bottle to drive awareness and brand recall whilst simultaneously appealing to our target audience’s challenger mentality. We are the World’s Most Awarded single malt Scotch whiskey, and the quality and premium nature of this campaign really embodies this."
Jason Nicholas, managing partner at Space, adds, "Glenfiddich has remained at the top of its game for so long because it knows the importance of constantly evolving in order to stay ahead of the competition."
"This means never settling – even when you’re winning. This campaign, yet again, sees Glenfiddich push whisky communications in a new direction through its maverick spirit and defiant drive to constantly challenge themselves," he says.
Glenfiddich’s World’s Most Awarded status is based on the brand having received more awards than any other single malt Scotch whisky from the International Wine and Spirits Competition and the International Spirits Challenge.
For more information, visit www.glenfiddich.com. You can also follow Glenfiddich on Facebook, Twitter or on Instagram.