The Famous Grouse is a tremendously popular brand in its home country, but here in the U.S., this celebrated spirit is, well, not so famous. To do this, we banked on a key truth about the human condition: everyone loves to be the find the next hidden gem; the next great classic. Vigor ventured to position the Grouse as an undiscovered treasure – ripe for the hunt – but only by those who deserve its worth.
We knew our target already understood the value of a classic. Whether it’s a record, a car or a quality blended Scotch, they believe that classics are always worth the extra effort in finding them. Hunting down a classic is a testament to their character; it proves they care about integrity, history, authenticity and above all, quality.
By leveraging our resources for greater market impact and focusing on key growth markets, we allowed our target the opportunity to discover The Famous Grouse through on and off premise creative and social media executions.
For on premise, we developed a number of events that created opportunities for discovery and advocacy by pairing The Famous Grouse with experiences our target already desires like: five course prix-fixe meals from celebrated chefs, complete with a Scotch tasting; a premium suite with a dedicated mixologist at a local sports event; and classic film screenings with specialty cocktails crafted especially for the occasion.
On-premise collateral and off-premise retail displays continued our story of classic discover, by crafting displays that appeared as though they would be more at home in a mahogany-clad study or a used record shop, rather than a liquor store. The design and content of each element was meant to mimic the feeling of uncovering a precious find in a vintage archive.
In addition to our traditional off-premise footprint, we proposed collaborations with retail partners that perpetuate the same values as The Famous Grouse, like Sid Mashburn and Saturdays, to create a curated experience incorporating the Scotch in-store, borrowing equity from brands our target already knows and loves.
To bring the story to life within the digital space, we proposed a film series depicting curators and collectors of cool from around the globe as they set off to unearth the next great classic, and a guerilla campaign with a social component that encouraged targets within our key markets to do the same for the chance to win incredible prizes.
Last, but certainly not least, was our The Famous Grouse Field Guide, which presented itself at each branded occasion, offering our target a handy compendium of recipes and brand history, complete with original illustrations, to reference as they hunt for more classic finds.