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05.2011

Massachusetts Beverage Business

archivedPromotions

Glenfiddich

Glenfiddich is running its “Glenfiddich Cask of Dreams” campaign designed to inspire people to pursue their dreams – and help them to achieve them.  An extension of the brand’s “One Day You Will” campaign, Cask of Dreams will combine a series of activities, including a global survey, high profile stunts, celebration events, and a partnership with a likeminded charity.  This nationwide initiative will see Glenfiddich travelling across the country and visiting major cities, where Brand Ambassadors Heather Greene, Freddy May and Mitch Bechard will roll actual casks around the streets, encouraging people to write their dreams and aspirations on them, and offering the chance to win one of a series of trips.  At the end of the campaign, the inscribed casks will be sent to the Glenfiddich distillery in Scotland, where they will be used to finish a special limited edition expression of Glenfiddich, to be sold in the US in early 2O12.  This exclusive bottling will be performed in conjunction with Glenfiddich charity partner, the National Geographic Explorer’s Program, which supports adventurers, scientists, photographers, and writers by helping them accomplish their goals.  Glenfiddich will also be using the campaign to fund several National Geographic expeditions, by donating $1 every time somebody shares their dream via a dedicated website, caskofdreams.com.

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