We are proud to announce that LFH illuminating brands has won a DBA Design Effectiveness Award (2012) for our work with on Grant’s Whisky.
Says Executive Director, Mark Gandy: ”The DBA awards are the most rigorous proof of the ROI design can bring to brands. The fact that the Grant’s brand’s transition from 4th to 3rd largest in the World, as a direct and proven result of its investment in design, has been recognised by these awards is something in which both client and agency teams can feel immense pride. No agency works in a vacuum and our brand partners at W Grant & Sons made the process of transformation not only hugely successful but great fun and rewarding at the same time.”
Here’s our story:
In 2006, Grant’s was the fourth largest global blended whisky brand which, although supported by an active marketing campaign, suffered from lack of direction. The brief was to transform the brand into a credible ‘Scotch whisky brand’ with a distinctive and compelling personality, making it an active choice for consumers.
Our response enabled Grant’s to attract new consumers in exciting growth markets without alienating consumers in mature markets. The new design has increased quality perceptions and created clear differentiation across the range. Launched in March 2007, by 2010 the brand had met all targets set and achieved a +16% increase in sales, compared to 2006, whilst the global market only managed a 2% increase in the same period. The extra sales earned was equivalent to £290 million (US$464 million). Global market share had increased by 0.68% to 5.84%. In addition to this sales increase across the entire brand range, the new structural design for the 12 Year Old achieved a reduction in cost of goods (COG).
Recently, Grant’s took to the podium of standard Scotch whiskies, becoming the world’s number three in retail value. Since 2006, Grant’s has grown ahead of the category, achieving in 2010 worldwide sales of 4.8 million cases and retail value over £646 million ($1bn). This represented more than a 30% increase in retail value compared to base year, 2006.
“We are delighted by LFH’s design for the Grant’s brand. The new packaging was the catalyst – and the key driver for change – and I can confidently say that it has played a central role in delivering success and played a huge part in achieving our podium position.”
Kate Athanasi, Grant’s Global Brand Director, William Grant & Sons Distillers Ltd
