Liquor major Shaw Wallace has finally awarded the Director's Special account to McCann Erickson. The account, according to sources, had been on the block for a while and Lowe was the incumbent agency.
Lowe, for the record, handles Royal Challenge and Antiquity, Shaw Wallace's flagship brands.
Many agencies were in the fray for the prestigious Director's Special account. Shaw Wallace decided to go in for a new agency as the management was keen to reposition Director's Special. Also on the cards was the plan of gaining visibility through a series of events.
In the recent past, the company has relaunched and repackaged many of its existing products such as Antiquity, Royal Challenge, Director's Special, DSP Black and Old Tavern Whisky. Even White Mischief vodka and London Lime gin have undergone a face-lift.
Shaw Wallace has simultaneously decided to introduce more surrogate products to better the visibility of its brands. Director's Special is also available as bottled water and soda, after the earlier launch of Royal Challenge water.
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