Presky Maves, which devised the campaign, will post hardback copies of an untitled book to managers of Oddbins off-licences across the UK, describing the "provenance and attributes" of an unnamed whisky.
A series of cryptic clues inside the book will give pointers to the whisky's identity. Each book contains a hollowed-out section containing a bottled sample of a 12-year-old single malt Scotch . The receiver is told they already stock the whisky, but must correctly guess its identity.
If they guess correctly, they will be entered into a prize draw, where they will receive a branded dust jacket for the book. Designed to look like the cover of a best-selling novel, it reveals the mystery whisky to be a Glenfiddich 12-year-old special reserve.
Presky Maves says the strategy was aiming for a more intimate and elite marketing campaign, which will challenge non-Glenfiddich drinkers to reconsider their brand opinions.
Stuart Woodington, creative director at Presky Maves, said: "Research reveals that Oddbins' staff have preconceived ideas about Glenfiddich and are unaware of its uncompromising standards.
"In order to change their minds, they had to reappraise the brand with no emotional baggage. We therefore opted for a potent two-stage campaign."
The first stage of the campaign is anonymous, inviting consumers to keep an open mind. The second stage is designed to build a trust by revealing the identity of the mystery brand.
Nick Williamson, senior brand manager at Glenfiddich, said: "This work is that rare and happy harmony of a brilliant strategy, beautifully executed. A work of pure genius."
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