GLENFIDDICH 50-YEAR OLD by The Brand Union London for Glenfiddich

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GLENFIDDICH 50-YEAR OLD

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Industry Whiskey
Media Design & Branding
Market United Kingdom
Agency The Brand Union London
Executive Creative Director Glenn Tutssel
Designer Damien Fournival
Released July 2009

Credits & Description

Category: Alcoholic Drinks
Advertiser: WILLIAM GRANT
Product/Service: GLENFIDDICH 50-YEAR OLD WHISKY
Agency: THE BRAND UNION
Date of First Appearance: Jul 29 2009 12:00AM
Entrant Company: THE BRAND UNION, London, UNITED KINGDOM
Executive Creative Director: Glenn Tutssel (The Brand Union)
Designer: Damien Fournival (The Brand Union)
Media placement: Cannes Lions entry - Cannes entry - 29 July 2009
Media placement: Glenfiddich 50 Year Old pack - In-store - 29 July 2009
Media placement: Glenfiddich 50 Year Old pack - In-store - 29 July 2009
Media placement: Glenfiddich 50 Year Old bottle - In-store - 29 July 2009
Media placement: Glenfiddich 50 Year Old pack detail - On-pack - 29 July 2009
Media placement: Glenfiddich 50 Year Old pack detail - On-pack - 29 July 2009
Media placement: Glenfiddich 50 Year Old pack detail - On-pack - 29 July 2009
Media placement: Glenfiddich 50 Year Old journal - With pack - 29 July 2009

Describe the challenges and key objectives
1. To create structural packaging for the Glenfiddich 50-Year Old that would have gravitas and am uber-luxuriant feel. 2. To retain exclusivity as a highly Limited Edition, using exclusive materials

Describe the brief from the client
The highly coveted Glenfiddich 50-Year Old is considered one of the rarest and most precious expressions of authentic single malt whisky ever released by Scotland’s most distinguished distillery, retailing at £10,000 per bottle. 1. To design Exclusive Limited Edition packaging that would set the Glenfiddich apart as a flagship spirit in global Duty Free outlets and specialist retailers. 2. To build a range of super premium Limited Edition whisky brands within the Glenfiddich portfolio to give the spirit house luxury premium status.

Describe how you arrived at the final design
Imbued with influences its rich heritage, the exquisite packaging takes cues from the 120-year-old distillery’s archives: the hand-blown bottles are individually numbered, decorated in Scottish silver, crafted by Thomas Fattorini, a sixth generation silversmith, and presented in beautifully hand-stitched, leather-bound cases, inspired by the personal ledgers of distillery founder William Grant.

Give some indication of how successful the outcome was in the market
With 500 bottles produced in total, only 50 are released each year. The first edition is already sold out. Despite an overall volume decrease in malt whisky exports, value has increased year on year, largely through premium, rare and limited releases such as this.