THE British summer is something to celebrate, whatever the weather. That’s the message from The Famous Grouse’s summer sales push, using the slogan: ‘The Famous British Summer – Enjoy It While It Lasts’.
Launched last month, the campaign takes in TV advertising, limited-edition packaging, a new summer cocktail menu for the on-trade and social media activity.
The summery gift carton carries the message ‘Enjoy It While It Lasts’. RRP is £17.10 for a 70cl bottle. There are also limited-edition promotional glasses and bespoke display units showcasing the packaging. On-pack messages will also push the seasonal promotion and give consumers the chance to win a Famous Leisure Break.
There’s a dedicated microsite, www.famousbritishsummer.com, plus a custom-made ‘Famous Summer’ Facebook app. There, followers can share stories of their best summer days out and help compile a guide to the top destinations around the UK.
Prizes – picnic kits, umbrellas, branded Wellington red boots and tickets to days out – will be up for grabs. There will also be hundreds of British breaks and discounted days out to give away.
Peter Sandstrom, marketing director at Famous Grouse owner Maxxium UK, commented: “As a nation embracing the staycation it’s the perfect time to celebrate summertime in the UK, whatever the weather, with the UK’s favourite whisky. What better way to do this than with an inherently British promotional campaign, which as well as supporting our core range, is also timed to coincide with limited-edition packs?”