Grant’s is launching an on-pack promotion for Grant’s Signature giving consumers the chance to win their ultimate weekend.
The campaign, which will roll out in May, has been designed to engage with the brand’s new target, males in their 30s and 40s and turn consideration into purchase, encouraging consumers to reappraise blended whisky.
The new packaging features a promotional label with prizes including driving the Monaco Grand Prix circuit, horse trekking in Morocco and white river rafting in Bosnia. In addition, hundreds of leather weekend bags will be given away as runner-up prizes.
Ali Cloudsdale, Brand Manager for Grant’s at William Grant and Sons UK commented: “As a way of attracting a younger, more discerning drinker we have launched a promotion that appeals directly to them, their lives and their interests, adding value to their purchase. The carton also features a selection of serves to communicate Grant’s Signature’s versatility, an important feature that affects shopper decisions.”
Grant’s Signature has recently seen a £1.2 million Sky Sports TV sponsorship, part of a significant investment behind the brand for 2015.
The on-pack promotion will be available across the off-trade from 1st May. Grant’s Signature has an rrp of £19.