All Scotch brands associate themselves with success. And it’s always self-made success. But is this something that resonates with the young men buying whisky in emerging markets?
Grants’ core audience come from community-minded cultures, where the emphasis is on WE, not ME. Last year, we helped Grant’s celebrate this attitude with the brand thought ‘Stand Together’; delivering bold statements in ATL and retail, which challenged the category themes of individual success.
But making statements isn’t enough on its own. We wanted young men to engage with our worldview and be able to express it in their own words. So in September 2014 we launched the #IOU campaign.
While men accept that success is rarely attained without the help of others, they struggle to vocalise their gratitude. #IOU provides men with the shorthand to express their gratitude without the need for awkward sentimentality.
The #IOU film is a rallying cry to young men. Closing with a series of titles: ‘if you’ve got this far in life without owing anybody anything, how far have you really got?, the film challenges our audience to acknowledge their closest friends – the people that have helped and continue to help them get ahead in life.
Facebook has celebrated the campaign as a best in class usage of its platform, and with good reason: Grant’s global community grew by over 700k, and has for the last ten months consolidated its global presence and consistently achieved the best engagement levels of any whisky brand in the world. The film has been watched over 25m times, 7.7million times in languages other than English.