Agency: | Author: Not credited |
Glenfiddich: Starting over
Introduction
This paper talks about discovery and not invention. It is about a trip into the male psyche to identify a universal emotional truth that would make a brand, dissonant with the times, relevant once again.
Glenfiddich is the leading malt whisky in the UK and has shown considerable growth in the past decade. The brand has world-wide ubiquity; it has Scottish authenticity; it commands admiration from many consumers; the name is evocative; the pack is distinctive; and the parent company (William Grant & Sons) is well regarded. In many markets, these...