WINNER The Famous Grouse (Agency: The Big Partnership)

In a category where judges praised the overall standard of entries, one campaign stood out.

The Edrington Group, owner of The Famous Grouse brand, wanted to celebrate its 30 years as Scotland's best-selling whisky. This proved the hook for a global campaign that offered a 360-degree communication tool.

'Famous for a reason' was the brand's biggest-ever campaign. It created a set of through the line tools that could easily be adapted at a local level in markets such as Russia and Greece. Advertising, PR, on-trade, digital, point of sales and packaging were some of the techniques used.

The campaign began on 4 May, 2010 with an event at the distillery for 1,200 global guests. One-metre high grouse icons were on show before being gifted to key markets, where they were to be decorated by artists from each country, providing local PR.

Overall, 23 markets, representing 85% of sales, adopted the campaign, and were free to adapt it to their needs. In mature markets such as the UK, 'Famous for a reason' provided fresh impetus. An online campaign launched via Facebook sought nominations for the best bars, providing a great on-trade boost. The top 30 pubs were enlisted into the Grouse Trail and an illustration was created for each pub.

Judges praised a powerful and flexible idea that could translate internationally.

'It was tailored to the different markets but not to the point where the core thought was lost,' they said.

The campaign reached upwards of 24 million consumers, increasing sales significantly and growing the brand.



Tourism body VisitBritain has a four-year programme to enhance the UK's position as a leading tourist destination. Over this period it intends to deliver four million visitors, £2bn spend from those visitors, and £1bn in PR benefits.

With '3DGREAT Britain - You're Invited', it produced a quirky campaign that toured major markets, engaging with potential visitors and combating traditional images of British reserved attitudes.

Bespoke 'trompe l'oeil' paintings were used in high footfall locations across the globe. Visitors were invited to pose on the witty images representing various tourist hotspots. These could be shared with friends through a Facebook app and those judged as the best could win trips to Britain.

Media value of the 500 pieces of media coverage was estimated at £6m and the campaign was viewed by 3.5 million people on Facebook.


  • Snickers, YNYWYH; Nokia, Nokia Qwerty;
  • Google Chrome, The web is what you make of it


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers