GLENFIDDICH 40-YEAR OLD by The Brand Union London for Glenfiddich

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GLENFIDDICH 40-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 January 2010

Credits & Description

Category: Alcoholic Drinks
Advertiser: WILLIAM GRANT
Product/Service: WHISKY
Agency: THE BRAND UNION
Date of First Appearance: Feb 1 2010 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 - 01 February 2010
Media placement: Glenfiddich 40 Year Old bottle - In-store - 01 February 2010
Media placement: Glenfiddich 40 Year Old pack - In-store - 01 February 2010
Media placement: Glenfiddich 40 Year Old pack detail - On-pack - 01 February 2010
Media placement: Glenfiddich 40 Year Old pack detail - On-pack - 01 February 2010
Media placement: Glenfiddich 40 Year Old journal - With pack - 01 February 2010

Describe the challenges and key objectives
1. To create structural packaging for the Glenfiddich 40-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
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
Each bottle is handcrafted, with hand-sewn leathers, suedes and rich papers and metals, creating an object of desire and status. Each book, bottle and pack is hand signed and numbered to ensure authenticity and rarity.

Give some indication of how successful the outcome was in the market
The Glenfiddich 40-Year Old has exceeded expectations.