Glenfiddich boosts loyalty drive

William Grant-owned whisky brand Glenfiddich is planning to boost its global relationship marketing strategy – through digital and social media – and has appointed Gravity Thinking to work on the programme.
The agency will initially be launching a new global website and relationship scheme, as well as handling the brand’s global social media presence. All activity is planned to launch early in 2013.
The key challenge is to reconnect consumers with the brand and reinforce Glenfiddich’s quality credentials, claimed to be the world’s best-selling and most awarded single malt Scotch whisky.
Glenfiddich’s range of malts includes the 12 year old, 15 and 18 year olds and extends up to the Glenfiddich 50 year old, as well as the recently released Glenfiddich Janet Roberts Reserve.
The agency will be working with global communications director David Hume. He said: “Gravity Thinking has the right balance of experience in delivery of digital, data and social activity and a detailed understanding of relationship marketing and the opportunities that the new media landscape offers.”
Gravity Thinking managing partner Stephen Firth said: “Consumers are simply not aware of the pioneering story behind the brand or the quality of the liquid that is produced.
“Our job is to engage consumers with Glenfiddich, build up a strong relationship with them and create brand advocates around the world by effectively communicating the brand story and quality credentials. The impressive scale of the brand and the evolving media landscape makes this an interesting and exciting brief for us.”
Gravity Thinking will join the global interagency team, including ad agency Leagas Delaney and PR business Porter Novelli.
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