REPRODUCTIONS of newspaper front pages are being used to promote one of Scotland’s best-known whisky brands.
Specially-designed bottles of Grant’s whisky provide customers the chance to order, for free, a reproduction of a newspaper front page, as far back as 1903.
Says a media release announcing the initiative: “Working creatively, without the benefit of these multinational marketing budgets, Grant’s and the creative communications agency Bray Leino – with offices in Devon, London and Edinburgh – have devised a brand partnership with Historic Newspapers and an on-pack promotion that will give Grant’s the opportunity to stand out on shelf, while building and supporting the brand’s equity at the point of purchase.
“Every promotional bottle offers consumers the option to claim either a free collectable newspaper front page reprint from any day in history since 1903; or they have the option to claim £20 off the cost of a complete original newspaper.”
The release quotes Oliver Dickson, senior brand manager at Grant’s, as saying: “This promotion not only delivers a great brand fit, it also offers huge potential to drive sales. We need to be highly relevant and compelling when it comes to creative promotions, offering consumers something more than just price discounts. Communicating our extensive brand history and engaging with consumers at an emotional level is key to forging ongoing loyalty in the blended whisky category.”