NEW YORK, June 13, 2016 — Rokkan (www.rokkan.com), a partner for brave change and Glenfiddich’s Digital Agency of Record (AOR), has launched a new campaign for Glenfiddich Bourbon Barrel Reserve 14 Year Old, asking viewers to “Rethink Whisky.” The digital campaign will be supported on social and streaming video through July.
Based on the idea that Scotch is the most misunderstood spirit, the “Rethink Whisky” campaign invites viewers to reexamine everything they think they know about Scotch. Glenfiddich Bourbon Barrel Reserve 14 Year Old is a premium single malt Scotch whisky with an unexpected profile. The spirit is matured for 14 years in ex-bourbon American Oak casks before it is then finished in deep charred new American Oak barrels by Glenfiddich’s Malt Master, Brian Kinsman. The result is a smooth and complex whisky, combining woody spices with ripe summer fruit tones that has the heart of an American bourbon but the soul of a single malt Scotch whisky.
“Glenfiddich Bourbon Barrel Reserve 14 Year Old is bold, elegant and delicious, but it’s also different from your traditional Scotch whisky,” said Michael Giardina, Glenfiddich Senior Brand Manager. “We wanted this campaign to challenge stereotypes about single malt Scotch and introduce Glenfiddich to a new generation of whisky drinkers.”
The “Rethink Whisky” campaign is comprised of four films (“Aunt Evie,” “Scotch with Dad,” “Pairings,” and “Scotland, KY”), each with its own visual identity that echoes the different tones of Glenfiddich Bourbon Barrel Reserve 14 Year Old. These films, created by Rokkan and produced in partnership with DECON, will live on Glenfiddich.com, as well as on Glenfiddich social channels, including Facebook, Instagram and YouTube.
In addition to creating the “Rethink Whisky” films, Rokkan also produced media banners to promote the campaign and updated the Glenfiddich website to house the campaign content. Additional support for the campaign will be executed via social engagement with #RethinkWhisky and select partners.
“It was important to reach future Scotch drinkers on digital platforms, because that is where they’re spending the majority of their time,” said John Noe, CEO & Co-Founder, Rokkan. “With rich cinematography and subtly humorous performances that reflect the beauty and character of Glenfiddich Bourbon Barrel Reserve 14 Year Old, the ‘Rethink Whisky’ films will make people excited to try something new.”
This is Rokkan’s first campaign for Glenfiddich, following the recent announcement of the agency’s partnership with William Grant & Sons. In addition to working with the renowned Scottish distiller, Rokkan has continued to make a name for itself in the luxury category this year, with other new partnerships including Burberry, Cadillac, One&Only Resorts, and Veuve Clicquot.
About William Grant & Sons
William Grant & Sons Holdings Ltd is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry® Spiced Rum, Tullamore D.E.W.® Irish Whiskey, Monkey Shoulder® triple malt whisky and Drambuie®.
William Grant & Sons has been honored as “Distiller of the Year” by the prestigious International Wine & Spirit Competition and International Spirits Challenge ten times over the past 15 years.
Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the USA with brands including Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey, Drambuie, Milagro Tequila, Grant’s, Hudson Whiskey, Gibson’s Finest, Monkey Shoulder, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Montelobos Mezcal, Ancho Reyes, Flor de Caña Rum, Art In The Age, The Knot and Raynal French Brandy. For more information on the company and its brands, please visitwww.williamgrant.com.
Rokkan, a partner for brave change, takes its name from the Japanese word for “the sixth sense,” bringing intuition to research and strategy to help brands create data-driven and highly creative storytelling, social engagement, customer experience and e-commerce. Founded in 2000, Rokkan has grown from a three-person startup into an innovation outlier within the Publicis Groupe and the Leo Burnett network. With offices in New York, Chicago, Los Angeles and now Singapore, Rokkan leverages a unique and nimble approach that blends strategy, storytelling, and technology for outstanding results. Clients include American Express, Cadillac, Hallmark, JetBlue Airways, Purina Nestle, Samsung and Veuve Clicquot.