The Golden Hour
Glenfiddich has traditionally celebrated two key moments of the year – Father’s Day and the Festive season. Our aim was to find a way of making the brand relevant at other times of year, especially summer. Not usually considered during the warmer months, our challenge was to find a way to engage with our audience so they not only contemplated enjoying a whisky at this time, but also remembered the brand.
A wonderful time to enjoy a dram
Researching summer drinking occasions and speaking to our consumers, we found that the perfect time to enjoy Glenfiddich was the last hour before sunset – a time to pause and reflect while enjoying a dram.
To ensure our drinkers chose to drink whisky at this time we named it after what photographers call ‘The Golden Hour’ – the time when the sun is near the horizon and the light is soft and diffused.
In search of the UK’s best Golden Hours
With a film crew in tow, we sent Glenfiddich UK Brand Ambassador, Mark Thomson on a road trip around the UK to find some of the most spectacular places to enjoy’ The Golden Hour’. Starting in London, we followed Mark up to the Lake District, then the west coast of Scotland, before coming to the end of the trip at the at the Glenfiddich Distillery in Dufftown – all of which we documented in a Tumblr blog as he went along.
The campaign started by asking fans through social channels to submit their favourite Golden Hour moment to win a place at one of our three Explorers tasting evenings on the road trip. Over 30 Explorers got to join Mark at Cliveden House, Lodore Falls and Glenapp Castle, where we captured beautiful film and photos of the tastings at sunset. We even had the opportunity to shoot 360 Virtual Reality film so that Explorers at home could enjoy the experience too without having attended.