how a campaign can make the grouse · the famous grouse som in on trade +1,5pp 2016 2017 the famous...

How a campaign can make the Grouse

…fly??

Building behind Famous For A Reason platform, we developed a campaign targeting wide audience, using thevehicle of Personalization

The key to success: A 360 implementation, starting from the strong presence in TV, Digital, Social Media (owned & influencers)

➢ Strong TV pressure with successful TVCs & an ad on to communicate the

local campaign

➢ Digital campaign with clear Call to Action to bring traffic to our website

➢ Social media content to increase the awareness of the campaign and bring

traffic to the website

Distribution

Visibility

… to the Point of Sale: From Bars, Liquor stores & Supermarkets to a kiosk in Golden Hall

Famous For Your Reason campaign contributed to volume growth & Share of Market increase in both channels

Oct-Dec 2016 Oct-Dec 2017

The Famous Grouse SOM in On trade

+1,5pp

2016 2017

The Famous Grouse volume performance (uc)

+6,5%

OCT-DEC 2016 OCT-DEC 2017

The Famous Grouse SOV in Organized Trade

+1,7pp

Feb-16 Feb-17 Feb-18

Brand health indices

Meaningful Difference Salience

Source: Internal data, IRI Scanning data/On Trade Oct-Dec 2016, 2017, MB Brand Equity Insights Feb’18

Thank you!