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