Grant's Blended Scotch Whisky: Corner to Corner 2009 - 2012

Grant's Blended Scotch Whisky needed to regain its market-leading share in New Zealand, which it had lost due to low category loyalty and aggressive competitor discounting.

Grant's Blended Scotch Whisky: Corner to Corner 2009 – 2012

Category: Sustained SuccessAgency: bcg2Client: Lion

Summary

Grant's Blended Scotch Whisky bowled right back into number one position with this three year campaign. It had been losing market leadership, due to aggressive competitor discounts, but by connecting with a core demographic of consumers it turned this around.

Lawn Bowl's strong following amongst target drinkers and a natural fit with Grant's values made 'Corner to Corner' tournaments perfect ways to experience the brand's positioning "Try a different angle" as a mixed sports sponsorship and bespoke brand experience....

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