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Glenfiddich Scotch whisky launches new global ad campaign

Advertising focuses on how family-owned business enables brand to retain character

October 11, 2013
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Glenfiddich Family run since 1887 campaignGlenfiddich single-malt Scotch whisky, a product of New York-based William Grant & Sons, announced the U.S. launch of its new global advertising campaign. The campaign shows how remaining independent and family-owned for more than 125 years has allowed the brand to stay true to its pioneering spirit and founding family’s values, the company says.

The advertising leads with the message, “Family run since 1887,” which signifies the year William Grant founded the distillery. It is part of a broader integrated campaign that will continue to evolve throughout the next three years, the company says. The new ad executions, developed by Leagas Delaney, represent the quality, passion and heritage of the brand, it adds. Messages also reflect the brand’s commitment to creating high-quality whiskies and emphasize William Grant’s original vision to make “the best dram in the valley.”

“For over 125 years, Glenfiddich has been an industry pioneer while remaining independent and family-owned,” said Andrew Nash, category marketing director for scotches with William Grant & Sons, in a statement. “‘Family run since 1887’ is a testament to Glenfiddich’s enduring heritage and vision, which allows us to trust and follow our instincts when it comes to creating exceptional and superior whiskies.”

In support of this campaign, Glenfiddich is teaming up with The Cambridge Institute for Family Enterprise and Professor John Davis to create a multi-year program that recognizes and applauds enduring family-owned companies. Founder of the Cambridge Institute, Davis also is the faculty chair of the Families in Business program at Harvard Business School. The Independent Pioneers program will celebrate the high-performance and pioneering spirit of multi-generational family-owned businesses that, like Glenfiddich, have followed their own visions and values to produce quality products, the company says. Each family company selected as an example of excellence, independence and long-term success will have its name engraved on a barrel, which will then be filled with the new-make spirit and aged at the distillery for 50 years. In 2064, Glenfiddich will bottle the single-malt Scotch whisky and give it to the future generations of the chosen family-owned companies.

Additionally, Glenfiddich will collaborate with Davis to tell the stories of these multi-generational family businesses and explain their success. Their stories will be compiled in a book that reveals their secrets for success, longevity and independence.  

“A successful business family guards its values and standards above all else, while using its business to return value and satisfaction to society and the family,” Davis said in a statement. “William Grant & Sons has proven to do so for five generations.”

For more information on Glenfiddich, visit www.glenfiddich.com.

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