Magazine article Marketing

Awards for Excellence: International Brand Development

Magazine article Marketing

Awards for Excellence: International Brand Development

Article excerpt

WINNER Client: The Edrington Group Agency: Abbott Mead Vickers BBDO  COMMENDED Client: Land Rover Agency: RKCR/Y&R 

The Famous Grouse is a blended whisky brand with a heritage that goes back more than a century. It has been successfully launched in 100 countries on the basis of a simple brand essence: naturally unconventional.

Since 1996 it has used TV ads portraying the Famous Grouse bird in a series of unusual and witty situations. When it came to taking the brand abroad, these were a natural starting point.

However, simply exporting the UK ads would not have been enough - consumers vary greatly by market. So the company had to look more closely at its targets. It divided its target markets into emerging, developing/mature and post-mature, then looked into the consumer behaviour in each of the market types.

It identified the important qualities of each market type, and used this to inform the advertising strategy.

For example, in emerging markets, status is important, so the brand developed an ad showing the Famous Grouse bird treading a red carpet.

In Greece, a developing market, the campaign lifted sales by 3. …

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