Glenfiddich
[New Product Launch | Brand Building | PR Campaign | 2009]
Fine and Rare Whisky | Given New Found Relevance | Industry Goes Wild
What happens when a client gives M&F license to go for broke on a new product launch? In this case, amazing results,
bolstered brand credentials and a story that helped completely reinvigorate Glenfiddich within the trade. In late 2009,
Glenfiddich launched its newest and rarest expression in the U.S. Available in ultra limited quantities (only 5 bottles
were designated to the U.S. market), Glenfiddich 50 was a fine and rare 50 Year Old Single Malt that had already attracted
some industry buzz before M&F developed a completely groundbreaking plan to catapult it into the public consciousness.
M&F worked across disciplines to develop a multi faceted plan that would not only secure distribution for the bottles,
but would also drive media impressions and raise the brand's industry credentials. M&F arranged a live, three-city
satellite linked charity auction, where bidders in New York, Miami and Los Angeles gathered to bid on the first bottle of
Glenfiddich 50 available in the U.S. Staged by Christies, the auction raised $38,000 for charity and secured more than
70 million media impressions. A huge win for the brand, and one that helped reinvigorate the brand's standing within the
industry.
