Glenfiddich (Maxxium / Coca-Cola Amatil)

Glenfiddich required an innovative trade campaign to reintroduce the brand to a new demographic of young male and female cocktail drinkers.

Modus developed a campaign aimed at inspiring and educating the top bartenders in premium bars across Australian capital cities. The ‘Untouchables’ theme encouraged bartenders to push the boundaries and create cocktail recipes based on Glenfiddich Whisky.

The campaign was run three times over three consecutive years and featured print and online advertising, sms reminders and a microsite that challenged competition entrants to test their knowledge of the brand. Each campaign ended with a competition and awards night that became one of the industry’s top annual events.