Our partnership with Glenfiddich for Lunar New Year 2025 brought meaningful collaborations that transcend product launches, creating stories that connect cultures, ignite emotion, and inspire celebration.
In a campaign that united centuries-old whisky craftsmanship with the soul of Chinese folklore, Glenfiddich unveiled its A Gift for Great Encounters (福鹿双至) — a limited-edition gift pack collection in collaboration with acclaimed multimedia artist Zhang Yu.
This campaign didn’t just celebrate the season. It honoured a shared journey between East and West, creating a new benchmark for luxury storytelling during Lunar New Year.
A Cultural Masterpiece in Every Pack
Launching on 6 January 2025, the Glenfiddich x Zhang Yu campaign brought to life a stunning collection featuring Glenfiddich’s 12, 15, 18, and 21 Year Old expressions — each adorned with custom artwork inspired by an imagined meeting of the brand’s iconic stag and the mythical Nine-Coloured Deer from Dunhuang folklore.
The result? A seamless fusion of Chinese ink artistry with contemporary aesthetics, wrapped around a message of wisdom, compassion, and cross-cultural harmony. Each gift pack included thoughtfully paired whisky-nosing or rock glasses, elevating the ritual of gifting and celebration.
Strategic Goals
Our campaign objectives were focused, ambitious, and rooted in narrative-led strategy:
Position Glenfiddich as a cultural tastemaker, not just a whisky brand
Spotlight Zhang Yu’s artwork as a vessel for storytelling and visual identity
Drive nationwide awareness and desirability of the limited-edition packs
Amplify Glenfiddich’s presence during one of Malaysia’s most festive retail moments
Boost consumer engagement through immersive on-ground experiences
Bringing It to Life: A 360° Approach
To ensure Glenfiddich’s vision was translated into impact, we deployed an integrated campaign across earned, owned, and experiential platforms:
Narrative Development & Press Outreach
We built compelling press kits that highlighted the story behind the artwork, the heritage of the whisky, and the cultural relevance of the collaboration — creating hooks for media and lifestyle publications to amplify.
Media & KOL Engagement
Influential voices helped bring personal perspective to the collection, sparking authentic conversations across digital platforms.
Experiential Pop-Ups Across Klang Valley
To extend the campaign beyond screens, we supported Glenfiddich’s pop-up activations at Publika, Pavilion Bukit Jalil, and Pavilion KL. The experiences included:
Live Chinese New Year calligraphy
Bottle label personalisation
Lucky draw wall
Whisky tastings and storytelling touchpoints
These activations served as high-touch brand experiences — merging the festive spirit with Glenfiddich’s legacy of excellence.
Exceptional Results That Raised the Bar
The campaign delivered exceptional outcomes across visibility, engagement, and media value — affirming Glenfiddich’s relevance in the luxury gifting space:
Total PR Value: RM2,097,311.80
Total Earned Coverage: 95 Pieces
3 Print | 25 Online | 67 Social
Total Readership: 94,972,638
Total Reach: 1,738,979
Total Impressions: 2,664,546
Return on Investment (ROI): 7.2x
Let’s raise a glass to your next chapter.
Contact us at hatters@madhat.asia