Grants invest £1.2m in TV sponsorship

William Grant and Sons has invested £1.2 million in TV sponsorship with Sky Sports for Grant’s Signature blended whisky with the aim of attracting younger, more discerning consumers to the blended category.

The cross platform package commenced 27 March and includes both TV and online sponsorship and traffic drivers for each of Sky Sports’ UEFA Euro 2016 qualifier matches. Grant’s Signature will be visible across all live and repeated European qualification games on Sky Sports 5, Sky Pub Sports, Skysports.com, Sky Go and Sky On Demand.

The above the line investment forms part of a significant awareness push on the new expression. Brand manager at William Grant and Sons UK, Ali Cloudsdale comments: “Grant’s Signature quickly secured listings in the top multiple grocers and we’ve seen positive results since its launch last year. The new expression is smooth and versatile, meaning it can be enjoyed neat, on the rocks or mixed in long drinks, and Grant’s Signature is successfully encouraging 35 to 45 year-old consumers to reappraise blended whisky.

“Football is incredibly important to our Grant’s Signature drinker and we’re working closely with Sky Sports, who we share premium values with, to create a truly cross-platform solution that reaches their audience wherever they interact with the Euro 2016 content. Grant’s Signature will be embedded at all touch points as we look to convert awareness into trial and off-trade purchase. We’re investing heavily in the right areas to ensure Grant’s Signature becomes part of our target audience’s whisky repertoire and challenges old-fashioned perceptions of blended whisky.”

Robert Tierney, IAD features controller at Sky Media adds: “This partnership is the result of a true collaboration between media owner, client and their agencies - from the briefing stage, right through to launch and beyond.  The cross platform partnership is another fantastic example of Sky Media’s creativity and will showcase the breadth of our offering while delivering significant value to Grant’s Signature.”

The wider investment on the brand for 2015 will also include off-trade experiential activity, on-pack promotions and a digital campaign to drive trial of Grant’s Signature’s key serves.

31 March 2015 - Felicity Murray The Drinks Report, editor