Communicating Glenfiddich’s brand story and quality credentials
Glenfiddich, the World’s best-selling and most awarded single malt Scotch whisky, has appointed Gravity Thinking to develop its global digital, social and relationship marketing strategy and activity.
They will join the Global interagency team including Leagas Delaney who handle advertising and Porter Novelli who recently won the PR business.
Gravity Thinking will initially be launching a new Global .com website and relationship marketing programme, as well as handling the brand’s global social media presence. All activity is planned to launch early in 2013.
Their key challenge is to reconnect consumers with the brand and reinforce Glenfiddich’s quality credentials and bring the pioneering spirit of the brand to life.
Gravity Thinking will be working with the Global Communications Director David Hume and Global Communications Manager Jo Weston. Hume said ‘Gravity Thinking have the right balance of experience in delivery of digital, data and social activity and a detailed understanding of relationship marketing and the opportunities that the new media landscape offers.’
Gravity Thinking’s Managing Partner Stephen Firth, who will be leading the team stated, ‘Consumers are simply not aware of the pioneering story behind the brand or the quality of the liquid that is produced. Our job is to engage consumers with Glenfiddich, build up a strong relationship with them and create brand advocates around the world by effectively communicating Glenfiddich’s brand story and quality credentials. The impressive scale of the brand and the evolving media landscape makes this an interesting and hugely exciting brief for us.’
Glenfiddich is the world’s favourite and most awarded single malt Scotch whisky, having won more awards than any other malt at the internationally recognised IWSC and ISC competitions. In Glenfiddich’s 125th year, the brand also picked up a further 6 gold medals at the IWSC.
The range of malts includes the famous 12 Year Old, 15 and 18 Year Olds and extends up to the Glenfiddich 50 Year Old and the recently released Glenfiddich Janet Roberts Reserve, one of the world’s rarest and oldest single malts with just 11 bottles auctioned for charity in honour of Glenfiddich founder, William Grant’s granddaughter, who died earlier this year at the age of 110.
About Gravity Thinking
Gravity Thinking was launched in 2008 by Stephen Firth and Andrew Roberts, both previously board directors of Chemistry Communications. The agency quickly established its credentials for the ability to apply disciplined thinking within innovative digital and social media. Gravity’s clients include Specialized Bikes, Pfizer, Philips, Fullers and eFinancialCareers.