Grant’s Corner to Corner
RSVP Customer Engagement Gold
Lion Nathan New Zealand
Deborah Cashmore, Abe Dew, Michael Jarvis, Julia George, Jo Miller
Hayden Harvey, Susan Cassidy, Jesper Poulsen, Mark Pickering, Erina Rangi
Grant’s Family Reserve is a blended scotch whisky that comes in a distinctive triangle shaped bottle. In 2009 aggressive competitor pricing activity caused Grant’s to lose its market lead. Until this point, market share leadership had always been driven by alternate price discounting between the main brands. This undermined consumer loyalty.
The solution was to further develop an idea around a new kind of Lawn Bowls game as a perfect way to experience the global brand positioning of ‘Try a different angle’. Grant’s Corner to Corner is played diagonally and this new light hearted Lawn Bowls tournament created a focused brand experience that is a crossover between a sports sponsorship and a bespoke loyalty building brand experience.
The results have been spectacular with Grant’s delivering its highest ever sales volume and value. Grant’s is now the undisputed category leader and the campaign has reinvigorated Grant’s brand database.