Glenfiddich (single-malt Scotch and a division of William Grant & Sons) is launching a new ad campaign in the U.S.. Using the tagline “One Day You Will,” the campaign will include out-of-home, print, online and events.
Agency Leagas Delaney has created ads depicting exploration and achievement. The new positioning will include a series of billboards in New York, Dallas, Los Angeles and Chicago. The ads will also appear in national and regional lifestyle publications and non-traditional publications whose editorial themes are about exploration and adventure. Experiential programs in New York, California and Dallas will be hosted by Glenfiddich master distiller Brian Kinsman and several ‘brand ambassadors’.
The ‘Explorers’ content on the Glenfiddich site includes the categories ‘Sunrises’, ‘Hotels’, ‘Mythical Creatures’, ‘Roller Coasters’ and ‘Martial Arts’. And a Glenfiddich branded YouTube video features Sir Ranulph Fiennes discussing the urge to explore.