Glenfiddich WEBSITE
How to align the global and the local
Local markets often rebel against global marketing initiatives. So why not create work that is intended to be changed?
Whisky drinkers can be incredibly passionate about their tipple of choice. Glenfiddich came to us looking for a CRM solution that would build commitment among their customers. But we needed another audience to commit first: ten key countries that were historically quite dubious about ‘global’ initiatives.
Our solution was to create virtual lego. Different modules could simply be snapped together to suit each market. So they could dial up heritage in the US, or flavour in Australia.
The toolkit approach succeeded. Every key global market has joined the programme.
Beginning the journey
Just one of the pages from the toolbox
Swapping personal data for exclusive content
More Videos
Introduction
World of Whisky
Drinking Pleasure
Journey of flavour
Comments
14 November 11
By: Arturo Gonzalez
very good layout
I like the design, the colour choice is superb and clearly the layout suits the propose of the site.
one quick question how did you apply the toolkit? did you tailor the lay out of the site? , or you work on the content ?
thanks