communication strategy for the Grant`s whisky brand
We were asked to prepare a communication strategy of the Grant`s whisky brand that would suit Polish market.
In a course of analysis of qualitative and quantitative studies we quickly realized that current Global communication strategy linking the brand with the `creating reacher/deeper experiences` platform was unsuccessful because the brand awareness was low, its personality rather pale and image indistinctive. Moreover the brand was wrongly associated with quick drinking to intoxicate oneself, a bourbon or American whiskey categories instead of Scotch whisky which stemmed from lack of established brand attributes: tradition, heritage and credibility. It was a result of discrepancy between definition of a global core target group and Polish one.
During the competitive analysis it appeared that what differentiates whisky brands was their personality and target group profile and imagery.
Based on our analysis we have created a proposal of 3-step communication strategy to build an image of the Grant`s brand perceived as a truly Scottish whisky of long tradition and rich heritage, produced according to original recipe and methods. The first step was the authenticity pillar, which we prepared in a form of a positioning concept. We translated the concept into appealing key visual and tagline and then into proposals of POS materials, product packaging and web site.
