UK: £5m facelift and heritage campaign for Grant's

14 August, 2012

Scotch group William Grant and Sons has launched a £5m marketing campaign to build awareness of the heritage of its Grantís scotch brand.

From late August new look Grantís bottles will feature an on-pack promotion that offers consumers a £10 voucher to family history website, findmypast.co.uk.

The promotion will be supported by a microsite featuring the Grantís family blend timeline, on Grantís website grantswhisky.co.uk.

Oliver Dickson, senior brand manager for Grantís said: ďThe findmypast.co.uk partnership is the perfect platform for us to communicate our authentic, five generations story and give consumers the chance to discover some of their own family stories in the process. †

ďWith authenticity and heritage increasingly important to drinkers, we hope this new on-pack promotion really tells our story and communicates the quality message behind the brand.

ďWe hope to engage with both new and existing drinkers to further build awareness of the brand, its rich heritage and quality credentials.Ē

The off-trade campaign will include in-store barkers and dedicated gondola ends, while there will be Ďtrade engagementí, social media, PR and press advertising flanking in support.

As part of the partnership with findmypast.co.uk, a two month national radio campaign will run across Smooth FM.†





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Private Collection on parade

Another one of those low key informal briefings this time revolving around the new Johnnie Walker expression: John Walker Private Collection 2014.

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