The Scotch whisky company William Grant & Sons is to launch its first fully integrated global advertising for its flagship malt brand Glenfiddich in November.

The 'The Independent Spirit' campaign for Glenfiddich Single Malt Scotch Whisky which began last year has been extended to television and cinema, the first Glenfiddich TV and cinema campaign to appear since 1997.
 
The ad will first appear on air on 4th November and run right through the festive period. The campaign will also extend to cinemas, posters and the internet with a print version complementing the TV campaign.

The global push uses the Glenfiddich stag as the brand's image, juxtaposing it against  urban settings.

Tim Dewey, international marketing director at William Grant & Sons said: "The TV commercial further strengthens the brand's connection with consumers by placing the Stag in a sociable context.
 
The campaign will be supported by strong fully integrated marketing activity focusing on extra shelf displays in major multiple grocers, improved stock availability through the work of an extended merchandising team and the addition to the Glenfiddich range of the Glenfiddich Caoran Reserve 12 year old Single Malt Scotch Whisky.
 
The first two print executions of the campaign, 'City-scape' and
'Architecture', were introduced in November 2001 in the UK, and rolled out internationally during 2002.

A further print advertisement, 'Japan', launched in the UK during August 2002 and will appear around the world in 2003.  A print version of the TV commercial will complement the TV campaign.