By Andrew Barnett, Erdington Group
This is the story of a small brand that had to think big to succeed.
• Trapped in the middle of the whisky market in the UK; with its sector (Blended
Scotch) declining while single malts and own label brands experienced strong
• Trapped in middle as a corporate entity; a small Perthshire company with global
ambitions but without the scale of its global competitors.
The Famous Grouse had to outperform the market.
The solution we came to in collaboration with our agency AMV BBDO was to build a brand-centric advertising platform – one that engaged the consumer, made them love the brand and helped The Famous Grouse stand out from the crowd by innovating the category’s approach to brand advertising.
We invested in our brand equity in the UK while other brands retreated, and having developed a campaign that more than returned on our investment. We opened up the role for brand advertising internationally.
This paper shows how our course of action provided us additional business value in excess of over £513m in the UK.
To read ‘Small Guys Have To Think Big For Long Term Success’ in full, please click the link below.
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