Glenfiddich To Court Style Market With "Inspirational" £1 Million Campaign
Glenfiddich, the world's best selling malt Scotch whisky has released the findings of a Scotland wide survey on "inspiration" to support the launch of a new 1631 million advertising campaign for the brand that starts today.
The new campaign features the alleged "source of inspiration" behind a number of 20th Century innovations including the TV set and mini skirt in a move to position the brand as a part of contemporary culture and an "inspirational drink for stylish people". This first major advertising initiative for Glenfiddich in three years the campaign has a Scottish bias and will feature three times more strongly in Scotland than anywhere else in the UK.
The Glenfiddich survey, conducted by MORI Scotland shows that for 59% of Scots a member of their family has been the most "inspirational influence on their life" with 22% opting for their mum and 20% for their dad. The next most popular sources of "inspiration" were historical figures with 4% of the vote followed by sporting personalities and political figures each with 3% and business, film and music personalities with 2% each.
Elizabeth Lafferty PR Manager for Glenfiddich in Scotland said: "Scots are the most knowledgeable whisky drinkers in the world and an extremely important market. We have made Scotland the focus for our new campaign as we know that if we can impress discerning Scots then we can expect success in other markets too. Like most malt whisky brands, we want to woo affluent stylish 30 year olds and our new campaign will target the publications they read including Scottish broadsheet titles and upmarket glossy magazines such as Wallpaper and Esquire."
The advertising campaign is the latest step in an ongoing effort by Glenfiddich to contemporise the brand and appeal to mid youth market Scottish drinkers. It complements the Glenfiddich Spirit of Scotland Awards scheme, now in its third year, that involves the Scottish public voting for the individuals who most inspire them across a spectrum of cultural fields.
Technical details
MORI Scotland interviewed a representative sample of 1,027 people aged 18+ across Scotland. Interviews were conducted between 24th - 29th August 2000. Data are weighted to represent the profile of the population.
