Glenfiddich, the upscale Single Malt Scotch Whiskey, is literally rolling out a new PR campaign.
The “Glenfiddich Cask of Dreams” is a national outreach effort that will have the brand travelling across the country, visiting major cities, where Glenfiddich representatives will roll actual casks around the streets and encourage people to write their dreams and aspirations on them.
The campaign kicks off next week in Los Angeles and will hit several cities, such as Dallas, Miami, and Seattle, before culminating in New York in May.
Glenfiddich is expecting more than 30,000 people to inscribe their dreams on the casks, said Caspar MacRae category marketing director for Glenfiddich.
At the end of the tour, the inscribed casks will be sent to the Glenfiddich distillery in Scotland and used to finish a special limited edition of Glenfiddich, to be marketed in early 2012.
There is also an online component to the PR campaign, in which people can share their pioneering goals on Glenfiddich's website.
“We need people to understand the pioneer in Glenfiddich,” MacRae said. The family-run business, which was founded in 1877 by William Grant, is now in its fifth generation.
Cask of Dreams is augmented by social media on Facebook and Twitter, e-mail blasts, and advertisements in several magazines, including Food & Wine, National Geographic, and The Robb Report.
The campaign will also be supported by 300 to 500 “bar engagements” throughout the country, in which Glenfiddich representatives mingle with the crowds. It will additionally offer more exclusive presentations about the brand to select audiences and business groups.
Glennfidich is working with Maloney & Fox on the effort. MacRae said the overall budget for Cask of Dreams is a “very significant seven figure amount,” but would not disclose specifics.