Grant’s Corner to Corner - Lion Nathan New Zealand
RSVP Gold, Customer Engagement
Issue 18 | March 2011
Agency
bcg2
Production Team
Deborah Cashmore, Abe Dew, Michael Jarvis, Julia George, Jo Miller
Other Credits
Hayden Harvey, Susan Cassidy, Jesper Poulsen, Mark Pickering, Erina Rangi, AmbientX
Background
Grant’s Family Reserve is a blended scotch whisky that comes in a distinctive triangle shaped bottle. In 2009 aggressive competitor pricing activity caused Grant’s to lose its market lead. Until this point, market share leadership had always been driven by alternate price discounting between the main brands. This undermined consumer loyalty.
Idea
The solution was to invent a new kind of Lawn Bowls game as a perfect way to experience the global brand positioning of ‘Try a different angle’. Grant’s Corner to Corner is played diagonally and this new light hearted Lawn Bowls tournament created a focused brand experience that is a crossover between a sports sponsorship and a bespoke loyalty building brand experience.
Results
The results have been spectacular with Grant’s delivering its highest ever sales volume and value. Grant’s is now the undisputed category leader and the campaign has reinvigorated Grant’s brand database.