Glenfiddich

Project Description

Glenfiddich Re-launch.

William Grant & Sons campaigns culminate in award-winning!

William Grant & Sons (WGS) possesses the world’s most impressive portfolio of premium and high-end boutique spirit brands, including Glenfiddich, The Balvenie, Hendrick’s Gin, Reyka Vodka, Tullamore Dew, Monkey Shoulder, Sailor Jerry Rum and Milagro Tequila. To meet the rising Thai demand for luxury spirits, coupled with an increase in knowledge for top quality malts, WGS retained Vivaldi Integrated PR for a wide-reaching multi-brand Paid, Earned, Shared approach to growing the distiller’s market share in Thailand.

Objective

Promote WGS flagship brands Glenfiddich, Hendricks Gin and Balvenie to Thai consumers through a personal connection to the county’s top online influencers; generate strong media, blogger, VIP and influencer reach.

Our Approach

To appropriately support such a large portfolio of brands, Vivaldi used every channel opportunity at its disposal including brand activations, tastings, launch events, blogger and influencer relations, celebrities, paid scoops and social media reach.  

Vivaldi created and rolled out Hendrick’s Gin and Monkey Shoulder sponsorship of the King’s Cup Elephant Polo tournament creating a unique platform called the Unusual Emporium set up as a prohibition-era speakeasy bar with hidden taps for free flow spirits. DJs joined forces with Thailand’s eight best bartenders and a totally instagramable influencer activation, plus paid TV scoops, media and advertorials.

Vivaldi also supported brand activation and awareness campaigns for the launch of the Balvenie Lounge Bangkok and a co-branded project for Monkey Shoulder in association with the Maserati Owner’s Club Thailand. We also completed heavy brochure rewriting, cross promotion with spirits retailer Whisgars (also a Vivaldi client), plus media relationship management for a massive trade event with many industry stakeholders, celebrities and VIPs in attendance.

Once of the challenges of working with alcohol companies in Thailand is the ban on beer, wines and spirits advertising in the Kingdom. Vivaldi used its strong connections with media, social influencers, hotels, ambassadors and beverage experts and spokespersons. In addition to Facebook and Instagram programs, a series of lifestyle and business advertorials and interview pieces brought Thailand’s top media representatives in direct contact with brand ambassadors and spirit experts.

A standout multi award-winning event was the Southeast Asia Re-launch of Glenfiddich. The Glenfiddich Distillery Experience is a virtual tour of the distiller’s Scottish production facility using cutting edge interactive technology to bring a guided tour to media, celebrities, VIPs and regional trade partners in attendance during the week-long Glenfiddich Distillery Experience. The re-launch reinforced Glenfiddich's status as the world's most awarded and biggest selling single malt Scotch whisky.

Vivaldi leveraged its industry-best media relationships combined with its considerable experience in involving celebrities and online influencers, creating a huge buzz around the virtual distillery tour, the first experiential Glenfiddich activity in Asia. Handling all aspects of VIP and celebrity guest liaison and event marketing, the production of paid television scoops, Instagram and Facebook influencers, video production, media invitations, pre-event press releases and post-event (photographic) viral marketing, working closely with William Grant's Singaporean head office to delivery an exceptional return on investment for this “Asia first” event.

Vivaldi Integrated Public Relations was awarded a top regional award in Marketing Magazine's second annual (2015) PR Awards, held at the Shangri-La Hotel Singapore. Vivaldi was the only Thai agency to receive an Award at the 2015's PR Awards. The win in the category of Best Product Re-launch Campaign was delivered in partnership with Ketchum Singapore.

Key Results within 6 months for the Glenfiddich Experience

  • Drive incremental volume, revenue and profit across Glenfiddich portfolio during events with 40 bottles worth THB 210,000 sold at the pop-up retail shop.
  • Significant volume of unique trials of Glenfiddich core variants with at least 3,800 unique trials by 1,000 guests throughout series.
  • Approximately 150 guests attended the high-end guided tasting dinner where Glenfiddich was lauded for the exceptional delivery of every course on each night.
  • 150 guests including celebrities and trade partners attended, while 45 journalists from 32 publications attended
  • 10,693,087 media impressions was garnered to date.
  • A total of 39 pieces of coverage arising from event clipped, including top tier broadcast, print and online publications and social media posts to date.
  • Total returns on investment aggregated at 500.40% with PR taking up 85.54% of it.

Project Detail

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