Research showed that Grant’s did not have a clear positioning in the market and was perceived as ‘old & dusty’. We had to create a TTL campaign for Grant’s Whisky with a clear point of difference that premiumised and modernised the brand in the crowded whiskey market globally. The campaign needed to work on both a functional and emotional level to give a greater sense of quality.
We found that the biggest barrier to purchase was its ‘perceived taste’. This, combined with the product truth that Grant’s is ‘aged in three woods’ led to the creation of our campaign line and ‘liquid wood’ art direction. We also created integrated shopper tool kits including localised shopper assets for over 39 different territories.
Client: William Grant