Glenfiddich has a new campaign running in the US featuring an imaginary man named "Brock Savage". Who is this man of mystery? And more importantly why should we care who he is? In the November 11th issue of Print Critic, Mark Teasdale, SVP-marketing of William Grant & Sons said, "There are 30-plus single malts sold in the U.S. with a name beginning with 'Glen.' This campaign simplifies it all for consumers, especially those ordering Glenfiddich for the first time."
But what does it simplify? Apart from trying to get people to order a "Fiddich", what does this campaign say about the whisky? Is creating such a character an effective way to stand apart in the realm of whisky and alcohol advertising?