Last year marked the 50th anniversary of Grant’s Whisky’s famous triangular bottle. Designed by Hans Schlegler, the leading commercial artist of his day, it has since become an icon in the whisky world.
The packaging, and the award winning whisky inside, has propelled Grant’s Whisky to become the world’s largest family owned blended Scotch whisky.
2008 marks the first major brand refresh for six years. And also heralds a major push for the premium product – Grant’s 12 Year Old – into a number of developing markets around the world.
Created by London based My Agency, the print campaign showcases the layers of taste and flavour blended into the whisky which creates a more fulfilling experience for the drinker. The campaign is global, breaking initially in Russia.
In one execution a drop of whisky landing in a glass creates a maze, a metaphor for the deliciously complex taste of the whisky. In another, droplets of whisky become puzzle pieces a symbol for the range of tastes that fit together perfectly. In a third, whisky from the bottle forms the Grant’s family tree – the five generations of whisky making continuity which has added layer upon layer to the unique taste.
The print advertising is part of an integrated campaign being developed by My Agency which includes digital, a new consumer web site and experiential. My Agency won the global integrated account in 2007.