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William Grant & Sons readies new Glenfiddich campaign

William Grant & Sons will begin a new campaign called "One Day You Will" for its Glenfiddich brand of scotch this month. The global campaign will break first in Canada and later be rolled-out in other markets. The campaign encourages consumers to make the most of life's adventures. The creative features images of the Kananaskis Mountains in Alberta. "We wanted to reflect the pioneering spirit that runs through Glenfiddich and showcase an optimistic outlook that goes beyond pure ambition, inspiring consumers around the world to fulfil their lifelong dreams and ambitions," said Lindsay Prociw, senior brand manager for Glenfiddich in Canada. The new brand positioning was developed by UK-based The Gild, while the creative was produced by Leagas Delaney, also based in the UK. Jungle Media of Toronto is handling Canadian media planning and buying. MacLaren Momentum will handle promotions and product activation, while Jesson & Company will conduct public relations. William Grant & Sons is represented in Canada by PMA Canada.

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