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Article

This Company Profile from Euromonitor provides key details and analysis of Diageo, the owner of brands such as Johnnie Walker, Bailey's and Captain Morgan.

Article

This Company Profile from Euromonitor provides key details and analysis of William Grant & Sons, the owner of brands such as Glenfiddich, Grant’s, The Balvenie and Hendrick’s.

News

BEIJING: Hennessy and Johnnie Walker are among leading spirits brands that have invested in Asian content and mobile loyalty schemes and so elevated themselves to the top of the digital rankings in the region.

Article

A report from a workshop given by PR firm Golin Harris at the 2011 Cannes Lions festival. The firm offers an 11-step programme for companies to make themselves seem more authentic to consumers.

Article

The obsession with newness seems to have blinded many in the marketing community to the infinitely more valuable payoff of long-standing brands.

News

SHANGHAI: Scottish whisky label Glenfiddich is on the hunt for a 'brand ambassador' to sell its flavoursome virtues to the Chinese.

Case Study

McClelland’s. A successful product, a quality serving, selling reasonably well globally, has a large following yet received little or no attention and was, to put it bluntly – badly dressed.

News

NEW DELHI: A number of major alcoholic drinks companies are increasing their focus on India, as they seek to tap into changing consumer preferences, and the opportunities provided by the country's rapidly-growing economy.

Case Study

France is the largest and most competitive single malt whisky market in the world. Pernod Ricard wished to introduce a new product to its Aberlour range of single malt whisky in the French Off Trade.

Research Paper

A key proposition of resource matching theory is that the cognitive challenge presented by a message execution should meet rather than exceed (or fall short of) the level of cognitive resources that the recipient is prepared to expend.

Case Study

William Grant & Sons, the UK distillers, own Glenfiddich, a single malt with a 27% global market share, but little exposure in the U.S.

Case Study

Laphroaig is a UK premium malt whisky brand that has enjoyed a period of increased consumption. The age of its average consumer, however, was increasing, and the size of its market was also in decline year on year.

Case Study

Managers of Oddbins stores - a chain of UK off licenses - were targeted by a DM pack from whisky brand Glenfiddich.

Article

This best practice piece on briefing agencies covers the rise in importance of the account planner and the belief that agencies do not trust clients to provide a fully crafted creative brief.

Article

This best practice article is devoted to advertising to men. As benchmarks, comparisons are made with advertising to women.

Case Study

Following the success of its (Scottish IPA Gold-winning) 'Legend' campaign, which focused on building the Legend expression, Bowmore was on the brink of launching a new campaign in 2002 to evolve the brand's values, broaden its appeal and protect prices.

Case Study

This silver-winning paper is not about the world of big brand advertising. It documents how a campaign of 10-second price promotion ads, with minimal media support, generated over £300m incremental revenue for Tesco.

Case Study

This study traces the progress of a relatively unknown brand to a major player in the single malt whiskey sector.

Case Study

1998-1999 campaign for Bowmore Islay Single Malt Whisky. Bowmore had succeeded in establishing the brand, and had to maintain / increase distribution in multiples (which account for 64% of malt volume sales); at the same time they wished to maintain value and resist increasingly heavy pressure from multiples to discount, in a very competitive market.

Case Study

Describes a two-year campaign for Glenmorangie Ten-Year-Old and Wood Finish malt whiskies (adapted from the 1998 Scottish IPA Grand Prix winner).

Research Paper

Argues that qualitative research may benefit by the introduction of semiotics as an additional tool. The basis of semiotics is described: the understanding that individuals' perceptions and values, etc., are largely formed by the cultures they grow up in.

Case Study

The Belvenie is an esoteric single malt scotch that has been sold in the U.S. since the 1980s.

Case Study

Glenfiddich is the leading malt whisky in the UK and has shown considerable growth in the past decade, but sales have plateaued and within the context of the imperilled whisky market, the future looked grim.

Case Study

Describes the 1989 press campaign for Aberlour, a small malt whisky never advertised before in the UK.

Case Study

How a sudden reduction in a modest advertising budget in 1983 stimulated lateral thinking within the agency, resulting in a new kind of `interactive' campaign.