RTD Launch Sets New Standards in Print

Overview

Grant’s Family Reserve was reaching podium position. Its salience was on the increase but its relevance as a blended scotch was necessarily limited. New ideas were needed to extend usage occasions and, potentially, to attract new consumers. Research in both UK and Australia pinpointed a motivating ‘long drink’ occasion, both in and out of home, and so a ‘pre-mix’ product in a can was given serious consideration.

Challenge

Grant’s Global Brand Director was insistent that, as fourth in an established market, Grant’s would ONLY enter the pre-mix category if global brand design partner, LFH, were capable of crafting ideas that avoided a dilution of the master brand.

Illumination

LFH’s connected brand design and print expertise has resulted in a truly ground-breaking solution to deliver a product offering that positions the brand well above the competition. In a market dominated by poor quality and basic print techniques – ‘dry-offset’ is a process where the risk of print contamination is so great that it is rare for one colour to sit on top on another – most brands look unsophisticated and out of step with the parent brand. Working closely with the printer, LFH were able to produce print accurate mock-ups early on in the design process. We went on to push the boundaries of print technology beyond what was previously deemed possible, and thus a motivating creative concept – ‘refreshment in a glass’ – was brought to life to great effect and impact.

Result

The Grant’s RTD proposition has been hotly received by the trade and hits the shelves in Autumn 2011, ahead of the pre-Christmas rush.

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