The Famous Grouse: From 'on the rocks' to 'a large one'. Breaking the rules of marketing in a post mature market - IPA Effectiveness Awards Case Study 1998

Brief Description: This 1998 paper shows how the brand's decline was slowed and market share increased whilst retaining the premium price. 1996 sales during the Christmas period showed the 'freeing from the cage' campaign turned the brand around and paid for itself within three months ;---(TAGS)--- Full Title: The Famous Grouse: from 'on the rocks' to 'a large one' - breaking the rules of marketing in a post mature market ; Number: 1998/19 ; Brand Name: Famous Grouse ; Client: Matthew Gloag & Son Ltd ; IPA_ProductCoding: Drink (Spirits - white/dark) ; Drink (Alcoholic drinks - all) ; Agency: Abbott Mead Vickers.BBDO ; Author: Lucy Edge, Ian Pearman ;