Building the Grant’s digital brand
The water of life has finally come to life. Thank heavens, because we’ve always loved it. Out with the oak panelled clubrooms and highland clichés, and in with the new face of whisky.
That was where we started two years ago with Grant’s whisky; the oldest family owned blended Scotch whisky in the world. Although the brand was worth £80million and sat at No.3 position in category, it had fallen into the ‘selling on deal’ marketing trap. Every brand, it seemed to us, was desperately engaged in a ‘race to the bottom’, selling on price promotion and ripping the integrity out of generations of brand equity.
Nearly three years later we’ve not only kept our older whisky drinkers on board, but also attracted the next generations of whisky drinkers. Our ‘For Generations’ brand thinking has helped us deploy a multi-channel campaign to amplify a Grant’s on-pack promotion, which boosted sales without the need for a drop of price promotion. The work appeared in on-pack, outdoor, TV, digital and radio based campaigns. It connected with our audience(s) and reversed what was a year on year sales decline.
We’ve gone on to build upon this success with a content led strategy that continues to connect generations. This has allowed Grant’s to further reach out to a younger audience. Over the course of the summer we took three sporting legends (Sir Geoff Hurst, Gordon Banks and Archie Gemmill) back to the places where their careers started out. And we introduced them to the young sportsmen who were beginning their journey, in the same place.
The results were playful and extraordinary, and led to us launching an entirely new team at Paisley FC, a social club at Chelmsford FC and rejuvenated membership scheme at Sheffield FC, the oldest club in the world.