Tin Can PR Wins Gold and Silver at the 2025 PRISM Awards for Glenfiddich Campaigns

Tin Can has been recognised with Gold and Silver awards at the 2025 PRISM Awards, celebrating outstanding achievement in public relations and communications.

The agency received Gold in the Environmental, Renewable Energy and Technology category for Glenfiddich’s ‘The Spring’ campaign, and Silver in the Beverage (Alcohol) category for ‘Grand Château’, both delivered in partnership with Have You Heard Agency.

After more than a decade away from the awards circuit, Tin Can’s return marks a powerful reaffirmation of the agency’s commitment to meaningful, brave, and purpose-driven work.

“We haven’t entered awards in over a decade, partly because we’ve been too busy actually doing the work, and partly because chasing shiny things was never the point,” says Kisha Reader-Bain, Co-Founder and PR Strategist at Tin Can PR. “These wins remind us why we do what we do; for brands and partners who believe in more than just media metrics. The work always speaks. You just have to give it a microphone every now and then.”

About the Winning Campaigns

Glenfiddich: The Spring - Gold Winner

Category: Environmental, Renewable Energy and Technology

The Spring embodied Glenfiddich’s commitment to purpose, innovation, and sustainability, proving that luxury and responsibility can flow in the same direction. The campaign connected global brand purpose to local impact through The Challengers Club initiative, which brought clean, safe water to the rural community of Matatiele in the Eastern Cape.

Results:

The campaign secured 87 earned media placements, including 39 original editorials across top-tier outlets, achieving a total media reach of 14.7 million. The campaign delivered an exceptional ROI of 9.03. Brand ambassador Maps Maponyane’s content further amplified impact, driving over 7 million impressions and 30,000 engagements, reflecting meaningful audience interaction and emotional resonance, key to building long-term brand affinity.

Beyond media metrics, The Spring left a tangible legacy: clean water now flows daily for 2,500 people in Matatiele, with 20 local residents trained and employed to sustain the project’s impact. This wasn’t just a campaign. It was a legacy in motion, proof that storytelling can drive both social good and brand growth.

Glenfiddich: Grand Château - Silver Winner

Category: Beverage (Alcohol)

The Glenfiddich Grand Château campaign was a masterclass in luxury brand storytelling, designed to elevate Glenfiddich’s status as the leader in super-premium whisky. The launch of the 31-Year-Old Grand Château in South Africa blended bold innovation with timeless luxury, delivering a standout, fully integrated campaign across PR, digital, media, and experiential touchpoints.

The overarching goal was to cement Glenfiddich’s luxury credentials and maverick identity by introducing the limited-edition Grand Château in a way that would drive prestige, trial, and conversation among South Africa’s most discerning whisky drinkers. The campaign secured 163+ media placements across print, online, and broadcast platforms, reaching a combined audience of 28 million, surpassing the original KPI by 98.4%. 

Through targeted content partnerships and curated influencer collaborations, the campaign reached more than 80,000 high-net-worth consumers, generating over 20,000 engagements across premium digital platforms. Influencer sentiment analysis revealed overwhelmingly positive associations with exclusivity, craftsmanship, and cultural relevance, while media coverage framed the launch as both culturally significant and luxury-defining. Retailers reported a marked uplift in visibility and enquiry across Glenfiddich’s broader portfolio, particularly within the “Luxury Collector” segment.

Post-event feedback from media, guests, and influencers highlighted increased brand affinity and a deeper understanding of Glenfiddich’s heritage and innovation. The campaign achieved a PR ROI of 7.56:1, with earned media value exceeding the set target by 87.4% - a clear indicator of strategic efficiency and storytelling resonance.

“Glenfiddich has always been a brand that rewards curiosity and challenges the status quo,” says Lifa Bakana, Brand Manager for Glenfiddich at Edward Snell & Co. “These campaigns embody that spirit -  they weren’t just about visibility, but about building meaningful cultural relevance. The recognition at this year’s PRISMs is proof that when strategy and storytelling meet substance, the results speak for themselves.”

In Partnership with Have You Heard Agency

Both campaigns were conceptualised and executed in close collaboration with Have You Heard Agency, Glenfiddich’s integrated creative and experiential partner, and supported by the William Grant & Sons marketing team in South Africa. Together, the teams combined earned storytelling, brand craft, and immersive design to create work that resonated across audiences and platforms.