Grant’s has launched a £1.2 million TV sponsorship with Sky Sports for its expression Grant’s Signature.
The cross platform package includes both TV and online sponsorship, and traffic drivers for each of Sky Sports’ UEFA Euro 2016 qualifier matches.
Ali Cloudsdale, Brand Manager at William Grant and Sons, said: “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”.
Commenting on the company’s desire to convert awareness into trial and off-trade purchase, Cloudsdale added: “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 commented: “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.