Grant’s Whisky drives historic marketing campaignBy Amy Hopkins
Grant’s Scotch Whisky has stepped up its marketing efforts for a multi-million pound Historic Newspaper campaign with the launch of further advertising initiatives.
The campaign has been created to support Grant’s £5 million Historic Newspaper on-pack promotion, which gives consumers the chance to claim a reprinted front cover of any national newspaper from any day in the last 100 years.
Recently launched promotional Grant’s Scotch Whisky bottles offers consumers the chance to collect a reprint of any front page newspaper since 1903, or instead claim £20 off the cost of the original newspaper.
Grant’s has now pledged a further £250,000 investment in outdoor advertising, radio, online, and digital communications for this campaign.
Advertising on radio station Classic FM will link music back to historic dates, while the campaign will also be promoted on Gold radio. Sponsorship banners will feature across national press websites while digital advertising sites have been secured across UK cities.
Oliver Dickson, senior brand manager for Grant’s, said that such initiatives would enable the brand to “extend its reach beyond that of its traditional drinkers to capture potential new consumers as well” and that the campaign communicates the “heritage and authenticity of Grant’s Whisky”.
He added: “Throughout the five generations of continuous family ownership spanning more than 100 years, Grant’s has seen some of the greatest moments in history unfold.
“The launch of this advertising support will help amplify our message to a wide audience and reaffirm our position as the number three blended whisky in the UK.”
The new promotion will run on bottles of Grant’s Family Reserve until the end of November.
“Offering consumers something more than just price discounts is increasingly important,” added Dickson.
“Communicating our extensive brand history and engaging with consumers at an emotional level is key to forging ongoing loyalty in the blended whisky category.”