Millennials to be targeted

Porter Novelli to lead Grant’s campaign

William GrantPorter Novelli has been appointed to provide PR support for William Grant whisky in a video-led campaign targeted at younger drinkers categorised as “millennials”.

Cliodhna Lamont, Grant’s London-based global comms manager, said: “Porter Novelli has worked with our sister single malt brand Glenfiddich for four years with great results. It was the natural choice as we look to generate global PR impact for Grant’s.”

Porter Novelli’s UK head of strategic planning Jo Patterson said: “As whisky brands seek to attract the next generation of drinkers, the category is moving beyond product-led ‘heather and weather’ marketing, acknowledging instead the need for differentiation and deep consumer understanding.

“Grant’s is spearheading this approach with a quirky campaign that puts men and their friendships front and centre.”

Leave a Reply

Your email address will not be published. Required fields are marked as *

This site uses Akismet to reduce spam. Learn how your comment data is processed.