Old Parr Whisky
In the waning moments of 2010, the nice people at Diageo, the world’s largest producer of spirits, enlisted Markham & Stein to handle the branding for the Grand Old Parr Scotch Whisky in Latin and South America. We earned the assignment by besting two vastly larger agencies and despite the obvious disadvantage of our not exactly being a Latin American agency. The Grand Old Parr is one of Diageo’s oldest and most venerable brands, having been in distribution in various parts of the world since 1919. Despite commanding a large and enthusiastic following in certain areas of Latin America, its brand identity was virtually nonexistent. After winning the account, we partnered with Diageo to create, test and tweak two campaigns for Old Parr: one for markets in which the brand was virtually unknown and one for markets where the brand was well established, yet still not well understood.
We worked with the client to establish a digital presence for the brand for the first time, as well as a social media strategy. Since we launched, the Facebook following for Old Parr has grown to over 1.5 million strong.