Glenfiddich Promo CASK OF DREAMS by Momentum San Francisco

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CASK OF DREAMS

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Industry Whiskey
Media Promo & PR
Market United States
Agency Momentum San Francisco
Released April 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: WILLIAM GRANT & SONS
Product/Service: CASK OF DREAMS TOUR
Agency: MOMENTUM WORLDWIDE
Public Relations: Giles Hanson (Maloney And Fox)
Media: Sean Galligan (The Media Kitchen)
Media placement: Tour - Los Angeles, CA - 5 April 2011
Media placement: Tour - Seattle, WA - 12 April 2011
Media placement: Tour - San Francisco, CA - 19 April 2011
Media placement: Tour - Philadelphia, PA - 26 April 2011
Describe the objective of the promotion.
‘One Day You Will’ was Glenfiddich’s new campaign: to support and build brand awareness around its launch we created a fully-integrated program in which the hallmark of its success hinged on the activation. Cask of Dreams was developed as the consumer facing program which brought the campaign to life through signature events, a special release marque, contests, media support and public relations.
Describe how the promotion developed from concept to implementation.
We started with a simple idea when devising the Cask of Dreams program, we wanted consumers to share their dreams and inspirations with us. A few key cities were selected and then we started to roll casks through them literally encouraging consumers to write their dreams on the casks. These casks were then showcased at signature events, sent back to Scotland to finish one of its whiskies and now are bottled as Cask Of Dreams 2011 Limited Release.
Explain why the method of promotion was most relevant to the product or service.
We were challenged to create a dynamic and engaging consumer program that tied into the brand’s ‘One Day You Will’ advertising campaign. The casks, rolled through key cities throughout the United States, were representative of William Grant’s first cask of Glenfiddich Single Malt Scotch Whisky, and were intended to become a billboard for the public and consumers’ personal One Day You Will resolutions, collected both during the cask-rolling and later at events. To drive PR value and distributor participation, casks were subsequently returned to Scotland to ‘finish’ a batch of Glenfiddich, which was sold as a charitable release in February 2012.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Cask of Dreams was a great success; we captured over 3,900 dreams, increased Facebook likes by 20% and the Cask of Dreams limited release stock was pre-reserved and sold out.
Over 1,100 consumers sampled the core Glenfiddich range of single malt scotches (12, 15 & 18 year- old variants) at the 9 signature events. Glenfiddich as a brand grew 15.6% in United States in 2011.