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Grant’s to relaunch in Africa with TV campaign

William Grant & Sons will launch its recently overhauled Grant’s whisky range in Africa, supported by a new TV campaign: Good Things Start with Three.

Grant’s has launched a campaign to support the relaunch of its whiskies in Africa

The campaign highlights the brand’s triple wood maturation process – the use of virgin oak, American oak and refill Bourbon barrels in its blend – which is depicted in the advert by three friends coming together on a night out.

Good Things Start with Three will run as 30-second and 15-second clips across digital and social media, with additional support from out-of-home advertising.

The campaign was created by London agency Mattr Media and directed by Josh Hine. It will first launch on TV in South Africa, Kenya, Cameroon and Tanzania before being rolled out to additional African markets in 2019.

In July this year, Grant’s was given a brand overhaul, which included a packaging redesign, a name change from ‘Family Reserve’ to ‘Triple Wood’, and the launch of new expressions – such as Grant’s Triple Wood Smoky – while other products were discontinued.

Muiris Ó Riada, global associate brand director, Grant’s, said: “Africa is a very important region for the brand, having seen significant growth off the back of the previous #IOU campaign in the region.

“The region is up 37% in terms of sales volume, spearheaded by South Africa, which surpassed the 100,000 nine-litre-case mark last year.”

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