The Famous Grouse: Small guys have to think big for long term success - IPA Effectiveness Awards Case Study 2006

Brief Description: The Famous Grouse was stuck 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 growth. It was a small Perthshire company with global ambitions, but without the scale of its global competitors. With the help of AMV.BBDO, they overcame this and built 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. They invested in their brand equity in the UK while other brands retreated, and developed a campaign that more than returned their investment producing a retail sales value in excess of over £513m in the UK. They also opened up the role for brand advertising internationally ;---(TAGS)--- Full Title: Small guys have to think big for long term success ; Number: 2006/61 ; Brand Name: Famous Grouse ; IPA_ProductCoding: Drink (Alcoholic drinks - all) ; Drink (Spirits - white/dark) ; Agency: Abbott Mead Vickers.BBDO ; ROI Consulting ; Author: Andrew Barnett, Michael Davidson, Sam Dias, Jane Dorsett ;