Brief:
William Grant’s wanted an advertising campaign to launch its premium 12 year old blended whisky into big premium whisky markets like Russia and Latin America. Aimed at whisky connoisseurs, the campaign was to run alongside the main brand campaign, but needed to focus on the more complex experience of the whisky.
Solution:
This campaign uses intriguing visual metaphors to describe the complex layers of flavour that adventurous whisky drinkers discover when they trade up to Grant’s 12. The advertising incorporates the new packaging and the liquid itself to reveal the flavour and heritage of Grant’s. The resulting imagery is intellectually rewarding and makes the whisky look delicious.
Results:
The launch of Grant’s 12 year old has been a big success in emerging whisky markets such as Russia and Latin America. Sales have outperformed competitors and the brand has enjoyed rapid growth. It is now being rolled out in Europe and in selected markets globally.
In 2011 Grant's became the world's third largest whisky with a retail value of over $1 billion.
Grant's 12 print advertising
Grant's 12 webpage
Print advertising and Russian digital banner
Billboards
