Glenfiddich welcomes all challengers in bold new global campaign

Glenfiddich, the World’s Most Awarded Single Malt Scotch Whisky, is inspiring consumers to challenge themselves in a bold global campaign developed by creative agency Space.

The campaign aims to attract new whisky drinkers in key growth markets and is specifically aimed at aspirational, successful and influential consumers who thrive on a challenge. Glenfiddich has attained the ‘World’s Most Awarded’ accolade* through resilience and innovation, and it encourages target consumers to apply this same ethos to their own lives.

The “Challengers Welcome” campaign comprises OOH and social ads which are key media in emerging markets. The campaign headlines include ‘The World’s Most Awarded Single Malt Whisky – Challengers Welcome’ and ‘At the top the only challenger is you – Challengers Welcome’.

The artwork adopts cues more commonly found in perfume and the ultra-luxury sector. Premium photography captures light refractions from the iconic green Glenfiddich 12 year old bottle which lifts the work and echoes its ‘Most Awarded’ status. The social campaign will feature this premium style across all content, including carousel posts and video.

Launching first in Mexico, the campaign follows last year’s hugely successful “Diver” film which launched the Challengers Welcome campaign thought and will appear in 16 emerging whisky markets, including India, Spain, Greece and Korea.

Oliver Rudgard, Global Brand Director at Glenfiddich, stated; “Communicating our World’s Most Awarded accolade in emerging markets allows us to firmly establish Glenfiddich as an aspirational premium whisky. The campaign creative has been developed to elevate our iconic bottle to drive awareness and brand recall whilst simultaneously appealing to our target audience’s challenger mentality. We are the World’s Most Awarded Single Malt Scotch Whisky and the quality and premium nature of this campaign really embodies this.”

Jason Nicholas, Managing Partner at Space, adds; “Glenfiddich has remained at the top of its game for so long because it knows the importance of constantly evolving in order to stay ahead of the competition. This means never settling – even when you’re winning. This campaign yet again sees Glenfiddich push whisky communications in a new direction through their maverick spirit and defiant drive to constantly challenge themselves.”

*Glenfiddich’s World’s Most Awarded status is based on the fact that since 2000 the brand has received more awards than any other single malt Scotch whisky from two of the world’s most prestigious competitions, the International Wine and Spirits Competition and the International Spirits Challenge.