Grant’s has launched a new global campaign entitled ‘#IOU’, which sees the brand move away from its traditional product-led communications in favour of fresh lifestyle content targeted at Millenials.
In a shift from the traditional TVC, #IOU will begin with a short film distributed solely online. This content will be the first consumer-facing activation of Grant’s Stand Together brand positioning and aims to inspire fans to acknowledge the people who have helped them achieve great things in life. Thanks to a more focused approach to online content, Grant’s has already benefitted from a huge spike in social engagement, with a community growth of over 350 percent on the Grant’s Facebook page since 1st January 2014.
Created by London agency FCB Inferno and directed by Bafta-nominated director Yann Demange, with Stink London, the short challenges the notion of individual success and reflects the reality that none of us have made it this far on our own. The #IOU film follows a group of friends as they support each other through a series of life affirming experiences to come out the other side stronger and more successful. The film ends with the thought-provoking question ‘If you’ve got this far in life without owing anybody anything, how far have you really got?’. Cult artist Whitey, whose work has been featured on hit TV series’ Breaking Bad and The Sopranos, collaborated with music company Madplanet to provide the accompanying soundtrack.
Grant’s Global Brand Director, Shane Hoyne, whose team was responsible for developing the new brand campaign commented, “As one of the most enjoyed blended Scotch whiskies in the world, we wanted to talk about success in a way that stayed true to our heritage but also resonated with a broader demographic. Like the people we aim to inspire, we have been supported and guided by a huge team of people in bringing something new and exciting to the table and we’re very proud to share the outcome.”
“This year has been an ambitious one for the Grant’s team with the roll out of a new global brand positioning Stand Together, the diversification of the Grant’s range and an expansion to exciting new markets. 2015 will continue in a similar vein with ground breaking innovation and the launch of additional ranges in the coming months.”
The video can be viewed here.