Myanmar · Social Impact & Purpose
Grand Royal: Know Your Limits
Grand Royal whisky's owner IBTC wanted to encourage responsible enjoyment on Facebook without discouraging drinking. Ruder Finn Era conceptualised and managed the brand's first digital CSR programme, using edutainment to help people know their limits. The campaign delivered 500,000 video views, 9.2 percent average engagement and a 20 percent rise in page sentiment.
The challenge
IBTC, the company behind Grand Royal whisky, wanted to promote responsible enjoyment through the brand's Facebook presence. The tension was commercial: the message had to encourage moderation without discouraging drinking or undermining the brand.
There was also a cultural hurdle. Discussing alcohol openly online was something the company had never felt comfortable doing, so the programme had to be safe for the brand as well as useful to its audience.
Our solution
Ruder Finn Era, then ERA Communications, conceptualised and managed Grand Royal's first ever digital CSR programme, the first time the brand had discussed alcohol online. The strategic choice was edutainment: content that was entertaining enough to be watched and shared, with the responsible drinking message carried inside it.
The programme encouraged people to know their limits, framing moderation as a matter of enjoying the brand well rather than as a warning. Video content and social posts were managed to keep the tone light and the message consistent, giving the brand a credible voice on a subject it had previously avoided.
The results
The programme reached 500,000 video views and lifted sentiment on the page by 20 percent, proving that a spirits brand could talk about moderation and be liked for it.
- Client
- Grand Royal
- Market
- Myanmar
- Services
- Behaviour Change and Education, CSR and ESG, Digital Experience, Community Relations
- Sector
- Beverages and alcohol
- Engagement
- Project
