The whisky industry is growing faster than ever. 2018 marked the first year that Irish whiskey sales have broken the 10 million case barrier since before the 1920’s US Prohibition, with forecasts predicting sales will continue to increase to 12 million annually by 2020. This, alongside 2018 being a record year for Scotch whisky exports, marks an exciting opportunity in their respective categories for real impact and growth across both brands.
Following a competitive pitch, Uncommon have won the global account for Tullamore D.E.W. with the brief to create a more disruptive presence, grow meaningful awareness at huge scale and position them as a lead challenger brand within the category globally.
The world’s third best-selling Scotch and biggest brand within the William Grant & Sons portfolio – Grant’s – started working with Uncommon on a project in 2019. Following a range reconciliation and product refresh in 2018, Uncommon will help launch the new Grants Cask Editions range. The campaign is set to go live in Summer 2019, bringing energy to the generous and inclusive spirit. The creative will include OOH and digital, with a focus on key global developing markets with more work to follow, including a global brand campaign amongst other briefs.
David Moore, head of marketing, Tullamore D.E.W., said: "Uncommon sprinted out of the blocks and impressed us with their strategic rigour and creative ambition for Tullamore D.E.W. from the get-go. Their passion, energy and unconventional thinking set them apart. They will be a key partner in driving our growth during an exciting period for Irish Whiskey & Tullamore D.E.W.”
Sylwia Pszczola, global brand manager, Grant’s added: "With a brand relaunch initiated last year, these are exciting times for Grant’s and we have big ambitions for the future. We were looking for a creative partner that would bring a fresh approach and energy to whisky advertising – Uncommon felt like the perfect fit to help us do just that.”
Lucy Jameson, co-founder, Uncommon concluded: “It’s a real pleasure to be taking on such pioneering and progressive whisky brands across such global markets. We’re excited to be working with William Grant & Sons, their independent spirit is very much aligned with our view at Uncommon. Tullamore D.E.W. and Grant’s have genuine opportunity to apply an approach that makes a difference and we can’t wait to get stuck in.”
Uncommon will work alongside global media agency Vizeum across both accounts.