Challenge: Glenfiddich 21 Year Old Gran Reserva Rum Cask is a superior product to Johnnie Walker Blue and other competitors in the $150+ category, but it lacks brand awareness and luxury cachet outside of the world of whisky connoisseurs.
Insight: The “sampling” occasion has changed, especially for higher net-worth millennials (who will be turned off by Blue Label’s “banker” cultural connotations). In lieu of cigar rooms and custom suit shops, they’re shopping for Visvim moccasins and cashmere sweats. They still drink single malt whisky, but tend to veer towards Japanese brands because that’s what aligns with their aesthetic.
Creative: Glenfiddich Wardrobe XXI
A program designed to immerse the brand in the world of alternative, high-end menswear. Co-branding is a useful tactic, as it brings a brand's perspective to life IRL. In this space, I worked with Glenfiddich to promote its (delicious) 21 Year Old Gran Reserva Rum Cask by manufacturing a full menswear collection curated by Josh Peskowitz and featuring brands like E. Tautz, FEIT and Camoshita United Arrows. Distributed at boutiques around the US (NYC, LA, Miami, Chicago, Dallas), this capsule wasn't just a vanity play but actually allowed hundreds of the brand's target consumer sweet spot to trial the product on-site while they shop in one-night-only tasting events hosted by local influencers including Nick Wooster and Alan Maleh.
Results: In addition to massive social impressions and an uptick in awareness, the program got picked up in Esquire, Robb Report, Highsnobiety, GQ and more.