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Glenfiddich – Global Grand Cru Launch

Glenfiddich’s global launch of their Grand Cru to 30 international KOLs.

INVOLVE Score

90%

Idea

Le Grand Pique-Nique Noir: Deliver a global launch with local activation that takes the origins and DNA of a traditional picnic with a nod to Champagne, and elevate the occasion with 30 global influencers through surprising and luxury reinvention of the whisky drinking occasion.

Approach

Originally planned to take place in Hong Kong but shifted to Singapore last minute due to the riots, we created 11 live experiences across 5 full days including meet & greet at the airport, a cooking class with Chef Alvin Leung, the grand reveal of the Grand Cru, VIP parties, a super-yacht experience, sandblasting workshops and a six course degustation with matching Glenfiddich whiskeys. We were briefed two weeks prior to the launch to recreate the concept already sold in, with the official sign off five days prior to live.

Results

 
  • Seamless management of KOLS, media, celebrities and 11 live events
  • Combined traditional media reach 754 million
    • 624 x pieces of traditional media coverage to date
    • Featured in Esquire, Forbes, South China Post, Spirit Drinks, Drinks International, Daily Mail, CNBC, TR Business, scotwhisky.com, greatdrams.com, The Moodie Davitt Report
  • Combined social reach 28 million
    • 515 x social posts from 20 x influencer trip attendees with an average of 8.5% engagement rate per post
    • #GlenfiddichGrandCru was mentioned in 52% of all articles and posts published
    • Engagement levels reached 73,000 over the period (compared to just 12 over the previous period)
Memories Created:
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David North
Global Head of Brand Advocacy
Glenfiddich-Logo
A huge thank you to you and the team for making last week’s launch such a roaring success. Everything was premium, seamless, easy and provided a true luxury experience. The feedback from our guests has been overwhelmingly positive. It genuinely was the best launch I’ve been involved in. I know it was nowhere as easy as it appeared on the surface and you worked tremendously hard and through the nights on this. Just wanted to say thank you as it was more than appreciated.

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