My Agency's strategic & creative work helped Grant’s grow from number 5 to the world's 3rd best-selling Scotch whisky. Aimed at whisky drinkers who want to move beyond badge brands, our campaign focused on the traditional way Grant’s is made, its unique brand story and the more rewarding and complex drinking experience of the whisky. The integrated 360˚ advertising and marketing campaign, invited drinkers to ‘Try a different angle’ and discover a richer whisky experience.
Over the five years we worked with Grant's, the brand consistently grew ahead of its category. In 2009 it became the 4th largest whisky and in 2011 Grants became the world’s 3rd largest Scotch whisky, with sales up by 12% to 4.9 million cases. Alongside volume gains, Grant’s now commands a more premium price and the value of the brand increased to over $1 billion. Awareness has risen dramatically, in the UK the brand achieved its three-year objective in just six months. My Agency also helped Grant's successfully launch its premium 12 year old blend.
“Everyone at Grant’s has been impressed by the passion, commitment and the vision for the brand presented by My Agency. Everyone there really gets how to extend the campaign across the marketing mix.”
Global Brand Director