Grants of Gratitude: Introducing the #IOU Grant’s Scotch Whisky Global Concept to the Ukrainian Market
about the project
Grants of Gratitude: Introducing the #IOU Grant’s Scotch Whisky Global Concept to the Ukrainian Market

Company William Grant & Sons hired us to ensure vivid positioning of one of its products, the oldest blended Scotch whisky Grant’s, in a country that, for one thing, doesn’t have much of a habit of drinking whisky, let alone prefers a little-known brand that had not been advertised at all.

results
  • TA outreach through publications: 2.5 million persons 
  • TA outreach through events: 94,200 persons 
  • PR value: more than GBP 25,000 

The project won the SABRE Gold EMEA Award 2015 in the Russia and CIS category.

Description
Description

In order to overcome these challenges, we had chosen to create a sticky concept that the media would want to write about, rather than just pushing the promotional materials.

#IOU came in as a concept that happened to have cultural relevance to the audience and became the new way of saying, “Thank you” to each other when it is needed the most.

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Approach
Approach

The #IOU campaign included:

  • integrating Grant’s in several plug-in events with its authentic Ukro-Fashion cocktail 
  • launching a virtual toast flash mob on social media in partnership with the youth festival called Don’t Take Fake 
  • organizing a press tour to William Grant & Sons distilleries in Scotland, where journalists took part in a blending session, creating three kinds of their own Grant’s whisky 
  • holding a cocktail master class for journalists 
  • organizing presentation of the #IOU short film in Ukraine 
  • initiating an interview with Grant’s global ambassador on The Aristocrats radio to promote the brand 
  • other activities
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Reputational results
Reputational results
  • Grant’s is credited for starting the tradition of celebrating Thanksgiving Day in Ukraine 
  • Creating a firm association of Grant’s whisky with being thankful and appreciative of any help received—through the numerous virtual toasts on Facebook and Instagram, including accounts of opinion leaders and celebrities
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