The Famous Grouse Campaign Brings Highlands to the Lowlands
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With the campaign by Publicis Groupe Netherlands, the Scottish brand gives away eight sleep-overs in unique whisky barrel
The Famous Grouse introduces a new campaign to increase brand awareness and engagement. In its latest campaign the whisky brand brings the Highlands to the Lowlands. The Famous Grouse House is a tiny house made from whisky barrel wood and filled with hidden gadgets. It's the ultimate mancave to sit back, relax and enjoy a glass of whisky.
Publicis Groupe Netherlands developed the interdisciplinary campaign from scratch by a special team of creatives, production and media.
With most holidays being cancelled, this is the perfect opportunity to spend a long weekend in the Dutch country side. The Famous Grouse House brings the brand to live. It’s the ultimate place to enjoy the Scottish setting, where hidden gadget trigger the curiosity and humour of the Famous Grouse. Fans have a chance to win an overnight stay by participating in several activations during the campaign period. The Famous Grouse House ensures unique experiences and stories.
The campaign will be pushed via several channels, stores and online being the most important ones. Ending today, fans can participate and have a chance to win an overnight stay in The Famous Grouse House. All participants have to do is enter the code, from the neck pendant of one of The Famous Grouse bottles, on the action page to have a chance to win. This allows The Famous Grouse, in addition to its loyal generation of whiskey drinkers, to also appeal to people over 30. By giving an overnight stay to father and son or daughter, The Famous Grouse unites two generations to enjoy together. The winners will be announced 21st July, and the stay will take place in August 2020.
Mischa Schreuder, creative director Publicis Groupe, said: “During the development of advertising campaigns sometimes everything falls into place. This campaign is a good example of how idea, location and execution come together perfectly. Where this campaign in the embodiment of Scotland and the brand value for The Famous Grouse, our focus is on the close collaboration with the client and our team existing from interdisciplinary talents, everyone really has gone the extra mile.”
Brand manager at The Famous Grouse, Naomy Laan, added: “Sit back, relax and enjoy nature. That’s what the brand is all about. Publicis Groupe really has brought that to life and surprise us with The Famous Grouse House. We loved the idea straight away and we all went for it right from the start. It was pretty exciting as creating a tiny house is not our everyday job, but now with the launch of the campaign it’s good to hear all the positive reactions and enthusiastic feedback. People really want to spend time in Grouse Country. And now that we are finally able to, we’re happy that we finally can give them that opportunity.”
Mini vacation in the Netherlands
During one of the eight completely arranged overnight stays, the winners will feel like they’re in Scotland. The winners can discover the hidden treasures in The Famous Grouse House. Turn the deer antlers and the whiskey bar opens. The right book in the bookcase gives access to a game of darts in The Famous Grouse House. That is an experience in itself. Add to that a beautiful setting: in the heart of nature, on the edge of a lake. Here, the winners will settle down to a crackling fire after the barbecue. A whiskey tasting finishes it off. A variety of rich, fruity and smooth taste sensations take the winner on a journey to different places in Scotland.
Client: The Famous Grouse from Maxxium NL
Brand manager: Naomy Laan
Agency: Publicis Groupe
Creation: Publicis Groupe
PR: MSL Publicis Groupe
Media: Zenith Publicis Groupe
Production: Prodigious (Publicis Groupe) and Jonathan Weyland