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 campaign will embrace cinema, print, outdoor, relationship marketing, digital, social media and PR, and will feature lifestyle and tasting notes executions.
The tasting note versions feature 12-year-old, 15-year-old and 18-year-old versions 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 a single malt.
“Our campaign celebrates our consumers’ self-belief and reflects our pioneering spirit, and this future-looking concept clearly differentiates Glenfiddich from our more traditional competitors.”