Grant’s Signature ‘Win a Weekend’ on-pack
Thursday April 30, 2015 at 11:29am
Spirits company William Grant & Sons is launching an on-pack promotion for its Grant’s Signature whisky variant, giving consumers the chance to win their ultimate weekend. The campaign, which rolls out in May, has been created to engage with the brand’s target audience, males in their 30s and 40s, get them to try the new product and to reappraise blended whisky in general. First Drinks launched the Grant’s Signature expression in June 2014, initially exclusive to Tesco, with a roll out across other major off-trade retail outlets later in the year. It was specifically designed to appeal to younger whisky enthusiasts who are looking for something different but value premium, recognisable brands with heritage. The new promotional packaging features an eye-catching label which highlights prizes including driving the Monaco Grand Prix circuit, horse trekking in Morocco and white river rafting in Bosnia. In addition, hundreds of premium leather weekend bags will be given away as runner up prizes. The on-pack promotion will run across the off-trade from May 1 2015 with up-weighted activity in Tesco including a promotional shipper and digital six sheet ads. To drive awareness of the on-pack promotion at point of purchase, experiential sampling will take place in-store to encourage consumers to engage with the promotion, try the brand and purchase it. Ali Cloudsdale, Brand Manager for Grant’s at William Grant and Sons UK, says: “As a way of attracting a younger, more discerning drinker we have launched a promotion that appeals directly to them, their lives and their interests, adding value to their purchase. The carton also features a selection of serves to communicate Grant’s Signature’s versatility, an important feature that affects shopper decisions.” Grant’s Signature has recently benefitted from increased brand awareness with a £1.2 million Sky Sports TV sponsorship, part of the significant investment behind the brand for 2015.