Last night in London kilts and headdresses collided as two very distinct worlds united. Itís hard to imagine there has ever been a more amusingly incongruous marriage than Scotland and Brazil. Certainly the marketing minds behind†Ballantineís Brasil†have been having fun with the idea. The launch's accompanying cocktail creations include the Highland Samba and the Glen Coco.
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.†