Glenfiddich “starting over”

Glenfiddich is the leading malt whisky in the UK and has shown considerable growth in the past decade, but sales have plateaued and within the context of the imperilled whisky market, the future looked grim.
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...

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