Glenfiddich
Prologue
Summer 2005
Profission were asked by music marketing agency Frukt to undertake all printed promotional artwork for a new campaign for Glenfiddich, evolving this sub-brand from inception to its first birthday, to resounding and critical praise.
Act 1
A new audience
Glenfiddich wanted to reach a younger sector and to focus more clearly on the buying habits of city professionals in the 25-44 age group to convert this demographic away from market-leading Bourbons, finding a new loyalty with their single malts.
The distillery commissioned a series of whisky cocktails and approached Frukt to generate a campaign to target a new audience in their natural habitat. Mixing live lounge, electronic and jazz acts with a fresh look, and, of course, free cocktails, the well-advertised nights went down very smoothly.
Profission created a series of visuals and designs to complement the green-on-black sub-brand that provided a strong, original base for the promotional collateral.
Act 2
Promotional collateral
Comprising event posters, flyers and ads, a limited edition mix CD, promotional material at the events and t-shirts for the bar staff; Profission produced and evolved the Glenfiddich Independent Mix brand with Frukt over a series of nights that started in London, before expanding to cover Manchester and Edinburgh.
