A New Volume

Background

First distilled in 1887, Glenfiddich Single Malt Scotch whisky is still produced in the same way as it was 119 years ago, which is why every bottle proclaims that it is ‘Made without Compromise’.

Oddbins presented a distribution challenge. They had positioned themselves as wine and malt specialists on the high street. Each of their 320 stores stocks a selection of up to 100 malts. Research indicated that customers are ‘ripe’, with one in 10 having drunk Glenfiddich in the past month. This was not being reflected in sales. In fact, Oddbins sales were well below that of other Off Trade outlets. Field research revealed that the store managers had firm malt preferences, with somewhat negative opinions about Glenfiddich. A need for direct intervention at store level was identified in order to change perceptions.

Presky Maves' challenge was to use targeted media to cost effectively increase Glenfiddich Special Reserve 12 Year Old rate-of-sale at store level…by increasing quality perceptions…thus transforming Oddbins store managers into brand ambassadors.

Idea

Their strategy was simple: get the store managers and staff to re-appraise the brand. To do this, they needed to re-evaluate it, with no emotional baggage, so the brand truths about its integrity could be viewed open-mindedly. The initial communication was to be followed by group tasting sessions for regional managers, store manager incentives and in-store promotional activity.

Stage 1 – beyond the bias

A completely unbranded, personalised hardback book in Amazon.com style packaging was sent to the store managers of all UK Oddbins outlets. A plain dust jacket declared it to be an ‘Untitled’ work. Inside, a set of spreads revealed clues as to the identity of the mystery whisky. These clues emphasised the care and passion that went into the production of this whisky, and the belief in upholding tradition held by its independent owners. In the second half of the book, a section was carved out of the pages, and there sat a bottled sample of the mystery whisky. Could they guess which it was?

Stage 2 – solving the mystery

Recipients were given the opportunity to respond via their choice of channels (email, fax or phone). They were allowed five days to think it over and were encouraged to discuss the challenge with their staff. The day after the competition closing date, they received a branded dust jacket, revealing the mystery whisky as Glenfiddich Special Reserve 12 Year Old. This pastiched the cover of a best selling novel, reflecting Glenfiddich’s international appeal and including a critical quote (from the Oddbins’ Spirits Buyer) emphasising the commercial arguments for its success.

Results

43% of all Oddbins store managers responded to the promotion and of these over 70% involved store staff. There was 100% awareness of the campaign and feedback showed a very significant improvement in perceptions. Immediately after the communication there was a 6% increase in what had been a stagnant Rate of Sale. Three month sales figures were significantly above projected ROS.

Response from the store managers was excellent. To quote the Oddbins store manager in Edinburgh’s Royal Mile:

‘Thanks for all the support First [sic] have given to Oddbins over the past week. It really makes a difference to the approach of my staff when a supplier is seen to take such an active interest in us.’

Target Audience

Store managers

Size

All UK Oddbins outlets