Grant’s launches #IOU Africa
First time Award Winning Family Owned Distiller, William Grant & Sons has created a campaign specifically for Africa
27th May 2015: Today, in a first for both the brand and its owner, Grant’s, the world renowned and award winning blended Scotch whisky, officially launched a new TV campaign entitled ‘#IOU Africa’. The 30 second TV spot will be shown exclusively on TV across Sub-Saharan Africa from May.
Shot in Johannesburg, South Africa and directed by Jono Hall, the TV spot which can be viewed here: https://youtu.be/jJeZmwoIDzQ challenges the notion of individual success and reflects the reality that none of us have made it this far in life on our own but sometimes we find it hard to express gratitude to the people who have helped us along the way.
Two of Africa’s best rappers, M.ANIFEST and HHP teamed up to collaborate on the track entitled, ‘Jigah’ which features in the TV commercial.
Julie Pender, Grant’s Global Marketing Manager with responsibility for IMEA commented, “As one of the most enjoyed blended Scotch whiskies in the world, we wanted to talk about success in a way that stayed true to our heritage but also resonated with a broader demographic. We know that guys find it easier to show gratitude through physical actions rather than vocalising it and wanted to bring that to life in our latest TV commercial. From a fist bump or a knowing nod to buying a good friend a Grant’s, the spot brings to life the notion that actions truly do speak louder than words.”
Muiris Ó’Riada, Head of Marketing for IMEA, William Grant & Sons added, “2015 has been a very exciting year for Grant’s in Africa with the launch of Grant’s Select Reserve, our new premium whisky developed specifically for African consumers, and now the launch of our new African TV ad. We are excited about the premium whisky opportunity in the region and look forward to continuing the roll out of our aggressive growth plans across the year.”
#IOU launches across Sub Saharan from May 2015. The TV spot will be supported digital and PR which will run across 2015.
Editors
About Darling – http://heydarling.tv/
Darling is a production house with an approach as unconventional as its name. Headed up by Lorraine Smith and Melina McDonald, it is currently comprised of seven directors who were selected for their versatile set of creative skills that go over and above directing – including photography, art, music and design.
About Director Jono Hall
Jono Hall is a Director, Cartoonist, chef and writer – but most of all a storyteller with a fresh approach to everything he tackles.
About Stand Together and #IOU
At Grant’s we know that none of us have made it on our own. We are all supported, inspired and guided by others. We all owe something to those around us. We believe in acknowledging and celebrating the collective actions that lead to success – that it can only be achieved with the support of friends and that it’s certainly best celebrated with them over a whisky. After all, what’s the point in making it if you can’t share it?
Over the last 12 years, Stand Together has rolled out across nearly 40 countries in Africa, Asia, Europe and Latin America across OOH, owned digital, trade and off-trade, as part of a revised business strategy focusing on men who are adapting to the responsibilities of adulthood, and acquiring more sophisticated tastes that introduce them to the world of Scotch whisky. In response to this, Grant’s has also renewed its commitment to leading the way in innovation in the blended whisky category, with the introduction of Grant’s Select Reserve exclusive to Africa this year.
We want men to Stand Together with the people in their lives who’ve played a part in their success to express and action their gratitude through #IOU, without the need for formalities or feeling awkward. As part of our Stand Together campaign, #IOU challenges the notion of individual success and reflects the reality that no one can achieve success completely on their own.
About Grant’s
They say no man grows great alone. And at Grant’s we know this better than anyone. It all began back in 1886 when William Grant, his seven sons and two daughters began building their own distillery. Five generations later, the same family is still at the heart of everything we do. Today, we sell over 54 million bottles each year in over 180 countries, which make us one of the world’s most enjoyed whiskies. But we didn’t get here on our own. It’s taken years of passion, hard work and independent thinking. Today, the expert skills of our dedicated craftsmen keep our award-winning whisky based on a 100-year-old recipe alive. And we are still working with people around the world to innovate and grow the Grant’s range, while staying true to our heritage. To everyone who helped us along the way – we salute you.
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