Based on the idea that Scotch is the most misunderstood spirit, William Grant & Son’s Glenfiddich brand launches their latest campaign “Rethink Whisky.” The campaign invites viewers to re-examine everything they think they know about Scotch.

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. The films lived 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 was executed via social engagement with #RethinkWhisky and select partners.

Glenfiddich Bourbon Barrel Reserve 14 Year Old is a premium single malt Scotch whiskey 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 whiskey, combining woody spices with ripe summer fruit tones that has the heart of an American bourbon but the soul of a single malt Scotch whiskey.

Aside from being featured in Creativity’s daily top 20 ranking, landing within the Top 10 spots, the success of the campaign resulted in coverage by Adweek, Creativity, The Spirit Business, The Drum, AgencySpy, Luxury Daily.