New brand given its wings

GINGER Grouse is the focus of a new marketing campaign to support the roll-out of the recently-launched whisky and ginger drink across Scotland.
The new ‘taste adventure’ campaign, which includes a 20-second TV ad, outdoor and radio advertising and sampling activity, will initially run in Scotland, where Ginger Grouse was launched in September. It represents the first phase of a £4 million UK-wide marketing campaign for 4% ABV Ginger Grouse, which distributor Maxxium UK aims to roll out to the rest of the UK in March 2013.
The TV advert features a silhouetted version of the Famous Grouse bird, which is transformed into a ginger grouse, while the poster sites feature artwork by three different illustrators: Fernando, Ville and Buck, each displaying the artist’s own interpretation of ‘a taste adventure’.
As part of the campaign, on-trade sampling activity will target 50,000 consumers in Edinburgh, Glasgow and Aberdeen.
Maxxium UK’s marketing director, Peter Sandstrom, described the campaign as “bold and adventurous”.
“We have invested heavily in this marketing campaign, with the creation of a brand new TV advert and regional outdoor advertising campaign, reflecting our enthusiasm for this exciting addition to our portfolio and the confidence that we have in the Ginger Grouse brand,” he said.
“The response to the Ginger Grouse since it launched in Scotland in September has been excellent.”