Iconic Glenfiddich stag fronts striking new global campaign

glenfiddich - where next

Scottish malt whisky brand Glenfiddich has launched a striking new global campaign to introduce its new brand idea: “Where Next?”

The campaign which is now live features a new film the ‘Stag’ and accompanying social, digital, OOH and print advertising.

The idea and campaign communicates the uncertain and challenging journey of growth and reimagines the brand’s stag icon as a symbol of this.

London based creative agency Space created the campaign and sees Glenfiddich unite all markets and communications behind the new idea, which aims to grow top of mind awareness and market share in an increasingly competitive and growing category.

Key to success is aligning with an entrepreneurial target audience looking for opportunities for personal growth in an incredibly uncertain world.

Glenfiddich ethos

Glenfiddich said it has a history of growth by continually challenging itself to break new ground; setting paths that others follow and always asking “Where Next?. It claims it is this ethos that drives its reputation as the world’s most awarded Single Malt Scotch Whisky.

Space’s global campaign captures this essence with a film that explores the story of the brand’s well-known icon – the royal stag.

Every year a stag loses its antlers, leaving it potentially vulnerable. But every year the antlers return, stronger than before. This natural cycle is a beautifully apt metaphor for the continual need for the brand – for everyone – to let down its armour and embrace risk in order to grow stronger, and constantly achieve.

Highland habitat 

The 30-second film opens in documentary style, the stag in its natural Highland habitat, telling us that every year it sheds its antlers, and during this time it faces uncertainty.

Follow the stag. Space creates striking new campaign.

In its newly exposed state, it ventures into a threatening and unknown cityscape. For the stag it is fraught with danger, but we are told that only by embracing the unknown can it grow stronger.

The stag returns to its mountain top with a new set of antlers, to the closing words that ‘reaching the top is just the beginning’, inspiring us all to step out of our comfort zone and ask ourselves, Where Next?

Independent films produced the work, with CGI creation of the Stag and post-production by The Mill. Phillipe André is the Director.

Space has produced the full suite of assets for use globally. These include global TV and film, OOH, print and digital, including social platforms.

Global reach

The work will initially roll out across India, China, Australia, Taiwan, Korea and the USA – a massive marketing project to create a bold new direction for the brand. It will see its pan-European launch, including the UK, in Q1 2021.

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Claudia Falcone, Glenfiddich Global Brand Director at William Grant & Sons, commented: “We are excited to launch this bold new direction and a unified single creative proposition for Glenfiddich across the world.

“We worked closely with Space to understand the mindset of our customers and what it is that makes them – and us – stand out from the crowd.

Greg McAlinden, Exec. Creative Director at Space adds: “From William Grant & Sons first distillery, to increasing production during prohibition to defining the Single Malt Whisky category as we know it today, Glenfiddich has innovated by continually going out on their own.

“This was a perfect opportunity to reintroduce the brand’s stag icon, as a symbol of that mindset and a reminder of the need to shed our armour in order to grow.