The 6th Sense

Rethink Whisky.

Rokkan “Rethinks Whisky” with new campaign for Glenfiddich Bourbon Barrel Reserve 14 Year Old

NEW YORK, June 13, 2016 —Rokkan (, a partner for brave change and Glenfiddich’s Digital Agency of Record (AOR), has launched a new campaign for Glenfiddich Bourbon Barrel Reserve 14 Year Old, asking viewers to “Rethink Whisky.” The digital campaign will be supported on social and streaming video through July.

Based on the idea that Scotch is the most misunderstood spirit, the “Rethink Whisky” campaign invites viewers to reexamine everything they think they know about Scotch. Glenfiddich Bourbon Barrel Reserve 14 Year Old is a premium single malt Scotch whisky with an unexpected profile. The spirit is matured for 14 years in ex-bourbon American Oak casks before it is then finished in deep charred new American Oak barrels by Glenfiddich’s Malt Master, Brian Kinsman. The result is a smooth and complex whisky, combining woody spices with ripe summer fruit tones that has the heart of an American bourbon but the soul of a single malt Scotch whisky.

“Glenfiddich Bourbon Barrel Reserve 14 Year Old is bold, elegant and delicious, but it’s also different from your traditional Scotch whisky,” said Michael Giardina, Glenfiddich Senior Brand Manager. “We wanted this campaign to challenge stereotypes about single malt Scotch and introduce Glenfiddich to a new generation of whisky drinkers.”

The “Rethink Whisky” campaign is comprised of four films (“Aunt Evie,” “Scotch with Dad,” “Pairings,” and “Scotland, KY”), each with its own visual identity that echoes the different tones of Glenfiddich Bourbon Barrel Reserve 14 Year Old. These films, created by Rokkan and produced in partnership with DECON, will live on, as well as on Glenfiddich social channels, including FacebookInstagram and YouTube.

In addition to creating the “Rethink Whisky” films, Rokkan also produced media banners to promote the campaign and updated the Glenfiddich website to house the campaign content. Additional support for the campaign will be executed via social engagement with #RethinkWhisky and select partners.

“It was important to reach future Scotch drinkers on digital platforms, because that is where they’re spending the majority of their time,” said John Noe, CEO & Co-Founder, Rokkan. “With rich cinematography and subtly humorous performances that reflect the beauty and character of Glenfiddich Bourbon Barrel Reserve 14 Year Old, the ‘Rethink Whisky’ films will make people excited to try something new.”

This is Rokkan’s first campaign for Glenfiddich, following the recent announcement of the agency’s partnership with William Grant & Sons. In addition to working with the renowned Scottish distiller, Rokkan has continued to make a name for itself in the luxury category this year, with other new partnerships including Burberry, Cadillac, One&Only Resorts, and Veuve Clicquot.

About William Grant & Sons

William Grant & Sons Holdings Ltd is an independent family-owned distiller headquartered in the United Kingdom and founded by William Grant in 1887. Today, the global premium spirits company is run by the fifth generation of his family and distils some of the world’s leading brands of Scotch whisky, including the world’s most awarded single malt Glenfiddich®, The Balvenie® range of handcrafted single malts and the world’s third largest blended Scotch, Grant’s®, as well as other iconic spirits brands such as Hendrick’s® Gin, Sailor Jerry® Spiced Rum, Tullamore D.E.W.® Irish Whiskey, Monkey Shoulder® triple malt whisky and Drambuie®.

William Grant & Sons has been honored as “Distiller of the Year” by the prestigious International Wine & Spirit Competition and International Spirits Challenge ten times over the past 15 years.

Founded in 1964, William Grant & Sons USA is a wholly-owned subsidiary of William Grant & Sons, Ltd. and features one of the fastest growing spirits portfolios in the USA with brands including Glenfiddich, The Balvenie, Hendrick’s Gin, Sailor Jerry Spiced Rum, Tullamore D.E.W. Irish Whiskey, Drambuie, Milagro Tequila, Grant’s, Hudson Whiskey, Gibson’s Finest, Monkey Shoulder, Clan MacGregor, Reyka Vodka, Solerno Blood Orange Liqueur, Montelobos Mezcal, Ancho Reyes, Flor de Caña Rum, Art In The Age, The Knot and Raynal French Brandy. For more information on the company and its brands, please

About Rokkan

Rokkan, a partner for brave change, takes its name from the Japanese word for “the sixth sense,” bringing intuition to research and strategy to help brands create data-driven and highly creative storytelling, social engagement, customer experience and e-commerce. Founded in 2000, Rokkan has grown from a three-person startup into an innovation outlier within the Publicis Groupe and the Leo Burnett network. With offices in New York, Chicago, Los Angeles and now Singapore, Rokkan leverages a unique and nimble approach that blends strategy, storytelling, and technology for outstanding results. Clients include American Express, Cadillac, Hallmark, JetBlue Airways, Purina Nestle, Samsung and Veuve Clicquot.

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HOW Promotion Design Awards.

Rokkan Named Merit Winner in How Promotion Design Awards

Project selected as one of 101 winning designs from top agencies.

[Cincinnati]— “It’s All Been Training,” a campaign developed by Rokkan for Tough Mudder’s first ever global advertising campaign, was chosen as a Merit winner in the most recent HOW Promotion & Marketing Design Awards. This highly selective and well-regarded competition sponsored by HOW magazine recognizes outstanding creative work produced by individuals and creative agencies from around the world.

HOW’s editorial and design team, along with Breakaway’s Chief Creative Officer Scott Maney, Designlore’s Laurie Churchman, and The Davis Group’s Principal Douglas Davis, evaluated nearly 1,000 entries and selected winning projects that demonstrated an ideal mix of concept, strategy and execution. Entries were judged by type of work (e.g., Designer Promotions, Client Promotions, Personal Promotions) and also by how effectively the design achieved the stated business goals.

Winning Merit in the Client Promotions category, the “It’s All Been Training” campaign films draw a connection between childhood and the Tough Mudder experience. As a kid you’re invincible. You believe that nothing can stop you because you know no boundaries. You haven’t learned from your mistakes because you’re still making them, and you feel anything is possible. As we enter adulthood the weight of responsibility is can blunt our desire for daring challenges. Yet we still live with an innate desire to break free and escape from it all.

Project title:
It’s All Been Training


Creative team:
John Noe, CEO
Brian Carley, CCO
Joe Tao, Chief Delivery Officer
Sean Miller, Chief Strategy Officer
Matt Garcia, SVP, Client Partnership
Bill Carlson, Creative Director
Billy Veasey, Creative Director
Ariel Hammer, Senior Art Director
Justin Han, Senior Copywriter
Zack Stoller, Account Supervisor
Rondell Wescott, Senior Producer
Rebecca Matteson, Senior Producer
Rafael Ramirez, Strategist

All Merit winners will be featured in the Fall 2016 issue of HOW magazine and will be spotlighted on

About HOW

Founded in 1985, the HOW brand began its life as a print magazine. Today, the brand still includes an award-winning design magazine, but has grown to encompass a host of products and events including several design competitions, HOW U’s online design courses, design books (available at and more. Whether you work for a design firm, for an in-house creative department or for yourself, it’s our mission to serve the business, creativity and technology needs of graphic designers.

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