Glenfiddich is launching a new campaign created by creative agency Space to promote Fire & Cane, the fourth and latest release in the Glenfiddich “Experimental Series”. The campaign launches on July 23rd in the USA first followed by other lead markets, and is part of the brand’s continued drive to recruit new drinkers into the whisky category (France – September, UK – October, Taiwan – 2019).
Glenfiddich tasked Space with the lead strategic and creative responsibilities for launching the next edition in the Experimental Series. The campaign brings to life the brand’s maverick spirit and in parallel the power of a simple question and how it can lead you on a journey to challenge conventions.
The newest expression in the Experimental Series is an unexpected peated whisky finished in Latin rum casks which provides an explosion of campfire smokiness and toffee sweetness. Fire & Cane is a first of its kind for Glenfiddich. It shows the power of a question by boldly asking, what if …? The new single malt truly encapsulates Glenfiddich’s spirit of experimentation.
Campaign visuals centre on the liquid’s unique flavour profile. The hero 20” social video uses vignettes as a disruptive visual challenge to the somewhat traditional and stuffy category norms and adds an element of surprise and vibrancy to the brand’s communications.
The hero shot in the campaign is the epitome of this. Animated CGI sugar crystals and innovative liquid photography showcase the smokiness and sweetness of Fire & Cane in a highly distinctive product beauty shot. The 20” hero film runs in reverse order, opening with the product beauty shot (the outcome of the experiment), and closing with the moment of inspiration (the genesis of the experiment). The VO highlights that when you question convention as Glenfiddich has with Fire and Cane, you can spark the unexpected.
The predominantly social campaign commences with a 5-second teaser video but the wider campaign features a collection of short-form AV assets, OOH, print and interactive social assets such as Facebook canvases and Instagram polls, created by Space.
Oliver Rudgard, Global Brand Director at Glenfiddich, said: “Fire & Cane is #4 in the Glenfiddich Experimental Series. The Experimental Series demonstrates our continued commitment to create new, innovative and inspiring whiskies. Working with the great team at Space, we have pushed the creative boundaries further to create a set of new codes in the single malt category which are set to create cut through, attention and desire for the Fire & Cane launch across the globe.”
Jason Nicholas, Managing Partner at Space adds: “The Experimental Series offers the chance to continually work on something that challenges a category. The creative idea in this campaign has led to the creation of a beautifully crafted and visceral campaign that will get under the skin of new drinkers and whisky advocates alike. Working with Glenfiddich on this their key campaign for 2018 has been a great opportunity and led to a campaign we’re really proud of.”
Glenfiddich most recently collaborated with Space to launch their first whisky finished in India Pale Ale (IPA). This was backed by a global TV campaign created by Space.