The campaign for Glenfiddich reverses the convention of talking about what ageing does to whisky. Instead, the campaign talks about what maturing does to people. "Every year counts" attempts to symbolise the process people go through in a single year.
Creative agency 180 Amsterdam has produced a global campaign including TV, print and outdoor which will be debuted in May over the UK, Asia, Europe and the USA. The £2m marketing push is part the £23m global investment in the product by owners William Grant & Sons.
Andy Fackrell, executive creative director at 180 Amsterdam, said: "The insight behind the line is based on the universal truth that nothing worthwhile ever comes quick and easy. We want to enjoy the journey equally as the destination, Carpe annum versus Carpe diem."
The "every year counts"concept comes to life in a 60-second TV spot directed by Ralf Schmerberg which is shot in Berlin, Bombay and Glenfiddich's own distillery in Dufftown.
180 Amsterdam won the global Glenfiddich business in October last years in a compeitive pitch against incumbent Merkley & Partners, Lowe London, US-based Mono and Singapore agency 10am.
The increase in UK sales means Glenfiddich now enjoys 18.9% more sales than the UK's second ranked malt whisky. William Grant & Sons also owns the Balvenie range of single malt whiskys, Reyka Vodka and Hendricks Gin.
William Grant & Sons announced the £23m marketing campaign and new brand identity in March. A new package design for the whisky brand is set to hit shelves in September.