Football campaign for Grant's Signature

27 March, 2015

William Grant has launched a £1.2 million TV campaign for blended whisky Grantís Signature, which is targeted at younger drinkers.

The brand is sponsoring Sky Sportsí UEFA Euro 2016 qualifier matches and will appear on live and repeated European qualification games on Sky Sports 5, Sky Pub Sports, Skysports.com, Sky Go and Sky On Demand.

Brand manager Ali Cloudsdale said: ďGrantís Signature quickly secured listings in the top multiple grocers and weíve seen positive results since its launch last year. The new expression is smooth and versatile, meaning it can be enjoyed neat, on the rocks or mixed in long drinks, and Grantís Signature is successfully encouraging 35 to 45-year-old consumers to reappraise blended whisky.†

ďFootball is incredibly important to our Grantís Signature drinker and weíre working closely with Sky Sports, who we share premium values with, to create a truly cross-platform solution that reaches their audience wherever they interact with the Euro 2016 content. Grantís Signature will be embedded at all touch points as we look to convert awareness into trial and off-trade purchase. Weíre investing heavily in the right areas to ensure Grantís Signature becomes part of our target audienceís whisky repertoire and challenges old-fashioned perceptions of blended whisky.Ē

This year the brand will also be promoted through off-trade experiential activity, on-pack promotions and a digital campaign designed to drive trial.




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