Intention and Action.
Grant’s is a mid-range blended whisky matured in different wooden casks. To help ensure the quality of the wood, a cocker spaniel called Rocco was trained as a sniffer dog to pick up any ‘off notes’ in the casks. Our brief was to create awareness of Grant’s innovative approach to quality control via cost-effective multi-channel engagement with target consumers around the world. Our lightbulb moment came when we met the man in charge of the project – Chris Wooff, Associate Global Brand Director!..READ MORE
Our content strategy was four-fold. We developed ‘Rocco the dog and Mr Wooff’ as a powerful tabloid-style news hook and communicated the quality reinforcement messaging as a natural consequence of Rocco’s role. We maximised print, TV, radio and digital channel uptake with powerful photo and video assets and our easy-to-use toolkit of comms’ assets for Grant’s global marketing teams was deployed in their key markets.