Glenfiddich is launching a new campaign to promote Fire & Cane, the fourth and latest release in the Glenfiddich “Experimental Series”. The campaign broke on July 23rd 2018 in the USA, with sampling and experiential activations at the Taste of the Cocktails event in New Orleans, and will roll out in other lead markets later in the year – including France in September, the UK in October and Taiwan in 2019

The campaign is part of the William Grant & Sons-owned brand’s continued drive to recruit new drinkers into the whisky category.

The New Orleans tasting saw the whisky paired with grilled andouille (local Cajun sausage), grits, peppers and cream cheese.

The campaign was put together for Glenfiddich by London-based creative agency Space, which has been awarded the lead strategic and creative responsibilities for launching the next edition in the Experimental Series. The campaign brings to life the brand’s maverick spirit and focuses on the power of a simple question and how it can lead consumers on a journey to challenge conventions.

The newest expression in the Experimental Series is an unexpected peated whisky finished in Latin rum casks.

The campaign will be predominantly social, and kicks off with a 5-second teaser video. It will also feature short-form AV assets, Out of Home, print, interactive social assets such as Facebook canvases and Instagram polls, as well as experiential and sampling, all created by Space.

Campaign visuals centre on the liquid’s unique flavour profile. The hero 20” social video features animated CGI sugar crystals and innovative liquid photography showcasing the smokiness and sweetness of Fire & Cane. It runs in reverse order, opening with the product beauty shot (the outcome of the experiment), and closing with the moment of inspiration (the genesis of the experiment).  The core message is that when you question convention, as Glenfiddich has with Fire and Cane, you can spark the unexpected.

Oliver Rudgard, Global Brand Director at Glenfiddich, says: “Fire & Cane is #4 in the Glenfiddich Experimental Series.  The Experimental Series demonstrates our continued commitment to create new, innovative and inspiring whiskies.  Working with the great team at Space, we have pushed the creative boundaries further to create a set of new codes in the single malt category which are set to create cut through, attention and desire for the Fire & Cane launch across the globe.”

Jason Nicholas, Managing Partner at Space, adds: “The Experimental Series offers the chance to continually work on something that challenges a category. The creative idea in this campaign has led to the creation of a beautifully crafted and visceral campaign that will get under the skin of new drinkers and whisky advocates alike. Working with Glenfiddich on this their key campaign for 2018 has been a great opportunity and led to a campaign we’re really proud of.”

Glenfiddich most recently collaborated with Space to launch its first whisky finished in India Pale Ale (IPA) casks. This was backed by a global TV campaign, also created by Space.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards

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Hendrick’s Gin is offering London commuters the chance to drink a selection of cocktails and enjoy a cucumber macaron as they tour London in a classic Routemaster double-decker bus painted to represent a cucumber.

The activation is part of the brand’s “Ministry of marginally superior transport” campaign, which launched three weeks’ ago with a film on the brand’s YouTube channel.

The bus has been named H.E.R.B.E.R.T. – which stands for “Hendrick’s extraordinary roving bus for exceptionally refined travel” and the “curiously unconventional service” started on July 21st 2016 and runs until July 29th (except Monday 25th) The bus collects passengers from Victoria Street (Westminster), Southbank, Theobalds Road (Holborn) or Euston Road, (Kings Cross). Entry is by pre-booked ticket only, and the fare is £2.50 (although a visit to the website suggests tickets are sold out)

UK commuters are being invited to share their travel problems or triumphs via the Hendrick’s UK Facebook and Twitter, using #HendricksMinistry. The best – and worst – stories receive either a personalised message from the Ministry or a “delightfully different” gift from Hendrick’s gift.

Sam Bovill, Hendrick’s brand manager, said: “The campaign is aimed at bringing moments of delight and peculiar humour to the otherwise everyday, mundane task of commuting.”

Hendrick’s Gin, which has won multiple awards, was launched by William Grant & Sons in 1999. In addition to traditional juniper infusion, Hendrick’s also includes Bulgarian rose and cucumber as flavourings. It comes bottled in an old fashioned dark brown bottle like you would find in Victorian chemists.

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