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.
The project won the SABRE Gold EMEA Award 2015 in the Russia and CIS category.
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.
The #IOU campaign included: