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Published:  23 July, 2008

William Grant & Sons claims the new Glenfiddich commercial, the brand's first TV and cinema campaign since 1997, is also its first fully integrated, multi-million pound global advertising campaign'. The ad, which runs from now through the festive period, extends to cinemas, posters and the Internet, with a print version complementing the TV campaign. Tim Dewey, international marketing director at William Grant & Sons, said: The TV commercial further strengthens the brand's connection with consumers by placing the stag in a sociable context. The stag represents the heritage of the brand,' said Dewey, and his environment signifies Glenfiddich's relevance to the modern world. The aim is to encourage consumers to identify more closely with the character and personality of the stag as "The Independent Spirit".' The fully integrated marketing activity' includes extra shelf displays in major multiple grocers; improved stock availability through an extended merchandising team; and the addition to the Glenfiddich range of the Caoran Reserve 12-year-old Single Malt Scotch Whisky.