GLENFIDDICH LIMITED EDITION RANGE by The Brand Union London for Glenfiddich

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GLENFIDDICH LIMITED EDITION RANGE

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

Credits & Description

Category: Drinks
Advertiser: DIAGEO
Product/Service: WHISKY
Agency: THE BRAND UNION
Date of First Appearance: Jul 29 2009 12:00AM
Entrant Company: THE BRAND UNION, London, UNITED KINGDOM
Executive Client Director: Glenn Tutssel (The Brand Union)
Designer: Damien Fournival (The Brand Union)
Media placement: Cannes Lions Entry - Cannes Entry - 29 July 2009

Describe the challenges and key objectives
1. Using fine and rare materials that are fitting of the rarity of these special and highly limited whiskies and retain exclusivity 2. To maintain high standards and consistency while handcrafting most elements - the bottle, the leather boxes, the silversmithing of metals

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 3. To design beautiful packaging befitting of the Glenfiddich 50-Year Old, the 40-Year Old and the 30-Year Old.

Describe how you arrived at the final design
Each bottle is handcrafted, with hand-blown bottles, hand-sewn leathers, suedes, rich papers and special metals like Scottish silver from Thomas Fattorini, a 6th generation silversmith. 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 50-Year Old was launched in Julay 2009 and all 50 bottles are sold out, at a price tag of £10 000. The 30-Year old was only released a month ago and so it is too soon to tell.