Glenfiddich: Turning a 125 year heritage into an aspirational lifestyle brand
The brand was in significant decline. Our challenge was to drive growth by broadening the brand’s consumer base and attracting new consumers.
We used opportunity-mapping techniques combined with cultural trend forecasting to create consumer typologies. Upon identifying that our target consumers are attracted to alcohol brands for the aspirations they represent, we were able to create a positioning founded on the brand’s heritage and focused on an aspirational lifestyle.
The Gild created a strategy which has been at the heart of the brand since 2009 and still represents a strong future. The strategy has directed global advertising, product innovation, experiential marketing, digital and PR. We have gone on to work on merchandise and gifting projects, as well as limited-edition packaging, glassware and high-end brand collaborations.
Since creating the new strategy, Glenfiddich has seen double-digit year-on-year growth and is now selling more units than ever in its 125 year history and continues to be the world’s number one selling single malt.