First Drinks Brands has a new pre-Christmas TV and print advertising campaign for its Glenfiddich whisky range, repeating last year's theme after it proved a hit. Glenfiddich's portfolio includes: Glenfiddich Special Reserve, the 12-year-old single malt; Caoran Reserve, a smokey-tasting 12-year-old malt; and Solera Reserve, a 15-year-old sweeter-tasting whisky with hints of sherry flavour. The "Stag on the Street" campaign features the iconic Glenfiddich stag in a modern environment with a new end line "Independently Minded, Independently Made". The TV ads, which run from November to the end of December, will be shown during shows with the biggest male audiences to appeal to the target "30-something" male drinkers. And the current "Independent Spirit" print ads run to January 2004 in several men's style magazines including GQ, Esquire and Arena. Posters in sites at Glasgow Airport will run until April 2004, and sampling initiatives and direct marketing are also planned. First Drinks' senior brand manager Nick Williamson said that when the ads were broadcast last year, the brand recorded the biggest increase in sales, compared with its competitors, over a four-week period. "As a result we have kept the original adverts, but developed the brand message using the new end line, to encourage our target audience to re-appraise the brand.