Posted by: The Marketing Store | Date added: Thu 21 Jun 2012
Creative digital agency, Aqueduct, has been appointed as lead digital agency for Grant’s Whisky in the UK. Its remit includes digital strategy and creative implementation.
Aqueduct has a remit to drive consumer awareness for Grant’s in the UK, promoting the brand as the blended whisky of choice through a strategic push that puts a focus on the brand’s rich family heritage and its premium positioning.
Grant’s is Scotland’s oldest family-run blended scotch whisky, and is part of First Drinks, owned by William Grant & Sons Ltd, one of the largest of a handful of Scotch whisky distillers remaining in family ownership. Grant’s is the No.3 blended whisky both locally and globally with a market value in the UK of £80 million.
Grant’s core audience of male drinkers aged 45 plus engages less actively with digital media than younger audiences and poses an interesting marketing and communications challenge that Aqueduct will address. Aqueduct will be responsible for building the brand’s 20,000 strong database and developing targeted messaging initiatives.
Oliver Dickson, senior brand manager UK at First Drinks Ltd, said: “We want Grant’s Whisky to be the blended whisky of choice for our consumers. With a history that spans five generations of the same family, our knowledge has been handed down through the generations, which gives us a rich brand message unlike any other blend in the market, which is a real selling point to our core consumers who value and respect heritage and tradition.
“Aqueduct displayed a deep understanding of our audience and the very specific way in which this demographic behaves online. Their strategic drive and creative flair leave us in no doubt that they are ideal digital guardians of the Grant’s brand.”
Tim Seddon, Aqueduct’s deputy MD, added: “We are delighted to have been appointed to re-ignite the Grant’s brand, promoting its traditional, family values. The brand’s core audience is incredibly purposeful online and therefore we will create a bespoke digital strategy that will target these people in keeping with their natural behaviour in this space while respecting Grant’s traditional values.”
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