To encourage trial and purchase of six William Grant & Sons spirit brands outside of the main winter sales season, and to highlight the versatility, taste and mixability of each brand, especially whisky.
What we did
Our approach was to create a bespoke 'Try Something Interesting' identity for the brands that encouraged drinkers to think about them in a different way. An engagement campaign was launched showcasing whisky based cocktails that especially suited warm, summer occasions.
This was rolled out onto an in-store shelf display with a cocktail recipe leaflets. Customers could also enter a competition to win a bottle of their favourite brand via an interactive microsite.
Over 20,000 bottles were sold during the total three week period, meaning sales almost reached peak Christmas levels for the selected brands.