How to go ‘Father’ by educating and convert gifting shoppers
Glenfiddich wanted to bring a taste of their single malt to a new audience of Father’s Day gift-givers, who had no experience or knowledge of whisky.
With single malt being a notoriously complicated and alienating topic, full of jargon and confusing price points, Glenfiddich needed stand-out in-store activation that would make it accessible, without dumbing down the brand’s premium proposition.
Our retail expertise tells us time and again that consumers increasingly seek elevated in-store experiences. This Father’s Day was no different. Thanks to decades of collaborating with retail partners, we also knew that Sainsbury’s in-store strategy was to give shoppers just that. For a product as captivating as Glenfiddich’s, our behind-the-scenes knowledge opened the door to an exciting new line of thinking, and a disruptive seasonal activation that would thrill retailers, shoppers and lucky fathers alike.
To drive an uplift in sales, we needed to get Glenfiddich noticed by an entirely new shopper. Our research revealed a significant opportunity: women between 18 and 40 buying impulse Father’s Day gifts. But this group is far from Glenfiddich’s bull’s-eye consumer. We realised a bottle of single malt wasn’t even on their radar, let alone knowing how to navigate the range. To others, targeting this inexperienced audience would be unthinkable. To us: it was too good an opportunity to miss. Thirsty for the challenge, we tasked our top strategic thinkers and creative minds to educate our audience on Glenfiddich, and empower them to buy a bottle for Father’s Day.
When it comes to educating consumers in store, ‘show, don’t tell’ is lesson #1, and we’re first in class. Our permanent luxury activation in Harrods, also for Glenfiddich, taught us when tasting isn’t an option, sensory cues like aroma are a priceless way to bring a product to life. Where supermarket aisles typically focus on shoppers’ sight alone, we knew we could tap into their other senses with an immersive execution that would educate practically, without the complex lectures.