Grant's wanted to reach a new younger audience with its premium blended scotch whisky, Grant's Signature.
What we did
We created a competition to ‘Win a Weekend Designed Around You and Five of Your Friends’. The idea was brought to life through a new premium pack design to deliver standout on shelf.
Activity around stores encouraged the target audience to try Grant's Signature at sampling stations. The campaign was also promoted with retail digital six sheets, retailer magazines and freestanding POS units to bring new shoppers into the category. We also worked with Grant's digital agency to develop a campaign microsite and online advertising.
Dumhumby data confirmed that Grant's Signature over-indexed during the campaign with young adults (i112) and young families (i152).
Tesco activation increased sales tenfold.