Glen’s Platinum Vodka invests £1.5m in new campaign
The extensive promotional campaign, which will include premium outdoor advertising, will feature on Glasgow-based advertising agency Forrest Media’s out-of-home estate.
The estate includes state-of-the-art digital screens in major cities such as Manchester, Newcastle, Glasgow and Edinburgh and will also feature national print and broadcast media.
The marketing drive follows a successful trial in the Glasgow area and is the first nationwide campaign since Glen’s Premium Vodka hit the market three years ago.
Innovative, high-quality screens
Colin Matthews, chief executive of Glens Platinum Vodka owner Loch Lomond Group, outlined the decision to partner with Forrest Media for the campaign.
He said: “We chose Forrest Media as our advertising partner because we were impressed by its innovative, high-quality screens and the clear synergy between the demographics that engage with its digital displays and our target audiences.
“The new campaign represents a major investment for Glen’s Platinum Vodka and is crucial to our plans to grow sales.
“The original Glen’s Vodka is the biggest selling spirit in Scotland and the second-biggest selling spirit in the UK [according to market research company Kantar World Panel take home sales to 22 May 2016]."
Establishing a market leader
He added: “With increased demand continuing for premium, there is an opportunity to establish Glen’s Platinum as a market leader.”
Forrest Media managing partner Marc Keenan welcomed the opportunity to work with the vodka company.
He said: “We’re confident that the vibrant visuals delivered by our premium roadside screens and the prime sites on which they are located will help to raise the profile of the brand and assist the growth ambitions of the management team.”
In 2015, counterfeit vodka labelled as Glen’s Vodka was offered for sale in a number of venues in London, the Midlands and the north of Scotland, the Food Standards Agency warned.
