Attracting a younger whisky drinker in-store.

The task

Grant’s looked to us to help drive sales amongst a new younger audience with a premium blended Scotch whiskey, Grant’s Signature, by leveraging its global brand proposition ‘Stand together’.

What we did

Our creative team worked seamlessly with our shopper experts to create an engaging competition: ‘Win a Weekend Designed Around You and Five of Your Friends’. We brought the idea to life with a new premium pack design that also doubled as POS, delivering real standout on shelf.

We created targeted experiential activity around stores that would encourage the brand's target audience to try Grant's Signature at sampling stations. To ensure wider awareness we also promoted the campaign through a target media plan that included retail digital six sheets, retailer magazines and freestanding POS units, bringing new shoppers into the category.

Tesco activation increased sales tenfold.


Dumhumby data confirmed that Grant's Signature over-indexed during the campaign with young adults (i112) and young families (i152).

In addition the Tesco activation delivered +1000% average weekly sales uplift.

Competition entries
Avg weekly sales uplift
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