The campaign for Fire & Cane — the fourth new single-malt offering in Glenfiddich’s “Experimental Series” — aims to reflect the series’ mission of introducing “unexpected” and inspiring whiskies, while also visually conveying the new spirit’s unusual flavor profile.
The 20-second anthem video for the campaign (below), from London-based Space, plays out in reverse order — starting with the finished-product “beauty spot” and closing with an image suggesting the inspiration for the scotch.
Animated CGI sugar crystals and liquid photography are used to convey the single malt’s “campfire smokiness and toffee sweetness.”
The predominantly social campaign also includes a five-second teaser video, other short-form audio-visual creative, out-of-home, print, and interactive formats including Facebook canvases and Instagram polls.
Following this week’s launch in the United States, the campaign — part of Glenfiddich’s strategy of recruiting new whisky drinkers in key markets around the world — will be rolled out in France in September, in the U.K. in October, and in Taiwan next year.