William Grants
Corporate Issues/Crisis Management / Complete
Introduction
In 2003 Diageo attempted to introduce its Cardhu whisky into key European markets branded as 'single malt' when its content was in fact changing to a 'vatted' malt produced by mixing malts from several distilleries. William Grant & Sons Ltd appointed Media House to launch a PR campaign to highlight the issue and push for a positive resolution.
Objectives
To protect the provenance and integrity of the entire Scotch Whisky Industry by preventing an abuse of the 'single malt' brand. To alert the public, the media and politicians at the Holyrood, Westminster and Brussels parliaments to the unchallenged and threatening marketing strategy of a multi-national.
Results
Only 50 days after the launch of the campaign, the Scotch Whisky Association (the industry’s representative body) called a summit in Edinburgh to resolve the deepening crisis. As a result, all parties, including Diageo, agreed to introduce a new set of regulations governing the production of Scotch whisky and its marketing.
Media House launched and sustained a high profile and intensive international media campaign that captured the attention of every national broadcaster and newspaper in the UK; regional media, trade press and critical international press including the Wall Street Journal, the Economist, The New York Times, The International Herald Tribune, CNN Business, Reuters International, Agence France Press and Channel News Asia.
Testimony
“We have worked with Media House for many years now and whether it concerns political lobbying on an international level, strategic counsel or issues management, we always receive the best possible advice. “
David Hume, Head of Brand Communications, William Grant & Sons Distillers Ltd
