The Famous Grouse is gearing up for Christmas with the launch of its first global advertising campaign in over four years.
‘Full of Character’ is running in 30 countries around the world, including the brand’s key markets of the UK, Europe, North America and Asia-Pacific.
Brand owner Edrington UK said the campaign is targeted at ‘the next generation of whisky consumers’, aiming to educate them on the brand’s mixability and accessibility.
The adverts feature the brand’s animated grouse character – Gilbert – as he prepares to host a dinner party for his family and friends.
The campaign includes adverts on TV and video on demand services, as well as digital and social media activity. Versions of the advert will also be running around relevant content on YouTube.
In the on-trade, the Full of Character campaign will be brought to life through point of sale displays, in order to ‘maximise impact during a critical trading period’.
Brand owner Edrington UK worked with Scottish creative agency Leith on the project.
“Since its inception in 1896, The Famous Grouse, with its depth of flavour; light-hearted personality and ability to ignite storytelling has always been unmistakably Full of Character,” said Joakim Leijon, global brand director for The Famous Grouse.
“We are therefore delighted to launch our new global campaign and hope it captures the hearts of our existing customers, whilst spotlighting the mixability of the liquid for the first time to encourage a new audience to try it.”
Debbie Morgan and Mairi Wilson, creative team at Leith, said they had ‘grown up with The Famous Grouse on our screens and the adverts are legendary’.
“The Famous Grouse is an icon; effortlessly cool, witty and – dare we say it – Full of Character,” they said.
“It’s been a dream come true to take him on the next wing of his journey.”
