IPA Effectiveness Awards 2006: Silver Award - The Famous Grouse

Campaign title: Icon campaign: small guys have to think big for
long-term success
Client: The Edrington Group
Agencies: Abbott Mead Vickers.BBDO; ROI Consulting
Authors: Michael Davidson, Abbott Mead Vickers.BBDO; Sam Dias, ROI
Consulting; Andrew Barnett, The Edrington Group
Contributing Author: Jane Dorsett, Abbott Mead Vickers.BBDO
Media used: TV, print, outdoor

IN A NUTSHELL: A campaign that more than returned the investment, producing a retail sales value in excess of £513 million.

SUMMARY: 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 Abbott Mead Vickers.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 of £513 million in the UK. They also opened up the role for brand advertising internationally.

JUDGE'S COMMENT: This paper reveals a huge success story of a £10 million campaign which created a 300 per cent return on investment and an iconic, worldwide brand. The campaign is a model of consistency and should be held up as an example of the value created through long-term branding.

Robin Woolcock, managing director, Volkswagen Group UK