The programme takes the theme One Day You Will, and is described by brand owner William Grant as a “call-to-action, encouraging consumers to make the most of life’s adventures”.
The new campaign will embrace cinema, print, outdoor, relationship marketing, digital, social media and PR, and will also feature lifestyle and tasting note executions.
The tasting note versions feature 12 Year Old, 15 Year Old and 18 Year Old styles of the whisky.
The 12 Year Old will be the focus of the cinema campaign.
Global brand director Katie Rawll said: “One Day You Will takes Glenfiddich into brave new territory for single malt. Our campaign celebrates our consumers’ self-belief and reflects our pioneering spirit. This future-looking concept clearly differentiates Glenfiddich from our more traditional competitors.”?