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Quant Presky Maves - We customise brands
Glenfiddich
Making a malt whisky more palatable
The challenge
Glenfiddich Special Reserve 12 Year Old had come to be perceived as a starter malt, lacking the same ‘authentic’ credentials as its main rivals. Could we target ‘influential’ malt whisky drinkers to change their opinions, grow ‘share of throat’, brand salience and preference?
The strategy
Visiting the distillery revealed that it is the only Highland single malt whisky that uses the spring water it’s distilled with to reduce its cask strength. In research, when we gave this nugget to serious malt whisky drinkers, they changed their opinion about the brand. If only we could get this information to consumers, without them pre-judging a message from Glenfiddich. We took advantage of a piece of good luck; that year, a bottle of 40 year old of Glenfiddich had been voted the world’s best by Whisky Magazine…
So we sent totally unbranded mailings to cold lists asking recipients if they’d like the chance to win a bottle of “The world’s best malt whisky, worth £1,000” in a prize draw, and in exchange for answering a few questions.
We wrote back to them, revealing the whisky’s name with a watercolour print of the Robbie Dhu springs – the paint used was mixed with the spring water!
Customizing the brand
The answers respondents gave formed the basis of our segmentation strategy. We could incentivize potentially high value drinkers, who were fans of other brands, with enticing offers to try Glenfiddich, whilst only using low-value coupons for its current loyalists.
Members were subsequently mailed (and tracked) on a regular basis, with packs that focused on different, but unknown, aspects of the brand’s heritage that helped make it consistently the same. The different ‘finishes’ from the range would feature heavily and, where possible, be matched to indicated preferences. The campaign was summed up by the line: One spirit, different whiskies.
Results
Response rates were fantastic – 37% from cold lists, 5.8% from loose inserts! Cost-per-response was under half the target, and the programme went on to deliver an increase in brand preference of 47% and a 29% increase in consumption - measured against a control group.
Why not find out how we can help your brand to win, keep and grow loyal customers?
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