Pablo won the business after a closed pitch against another undisclosed agency. FCB Inferno is the incumbent but the brand will continue to use some of the assets the Interpublic agency created last year.
The new campaign, which breaks later this year, will run in the UK as well as international markets. Grant’s global brand director Oliver Dickson described the brief as "unconventional".
Grant’s wants to increase relevance and quality perception in a younger audience in developed markets such as the UK, while increasing brand awareness in developing markets where it is less well known.
Pablo will create a campaign that aims to position Grant's as a relevant, modern brand with social cachet. As well as creating broadcast ads, the agency is looking for new ways to involve the audience and create brand experiences and talkability.
Dickson added: "We’ve got big ambitions for Grant’s. We have been developing a number of large-scale initiatives that will really help to further accelerate the brand’s growth in 2018 and beyond."
FCB Inferno won the Grant’s business in 2013 and was charged with creating campaigns for the brand’s high-growth markets in Asia, South Africa and South America.
Grant’s parent company William Grant & Sons appointed Caspar MacRae as UK marketing director last month, while Gary Keogh was promoted to regional marketing director EMEA. The company also owns the brands Glenfiddich, Sailor Jerry and Hendrick’s.