Whisky brand The Famous Grouse has unveiled its new global campaign, Full of Character, with a TV advert premiering during ITV’s coverage of the Rugby World Cup semi-final between England and South Africa this Saturday and again during the Rugby World Cup final on Saturday 28 October.
The campaign will then roll out across 30 countries in November and December, including the brand’s key markets of the UK, Europe, North America and Asia-Pacific. As well as TV ads, they will BVOD (Broadcaster Video on Demand) activity in selected markets, and digital and social media campaigns. Various cuts of the advert will feature on YouTube within content relevant to the brand’s target audience.
The Full of Character creative will also feature in-store and be available for on-trade outlets as part of a global refresh of brand assets. Point of Sale (POS) displays will hero the new campaign to maximise impact during the key festive trading period.
The Full of Character campaign seeks to introduce The Famous Grouse to the next generation of whisky consumers as the alcoholic beverage for any social occasion, whilst also educating them on the accessibility and mixability of the liquid.
As a result, the Full of Character campaign will feature Gilbert, the iconic Famous Grouse himself, preparing to host a dinner party for family and friends. A distinctive part of the brand for over 100 years, this is the first TV creative to ever show the Famous Grouse in an at-home setting, following his adventures on curling stones and on top of a cliff.
Joakim Leijon, Global Brand Director for The Famous Grouse, said: “Since its inception in 1896, The Famous Grouse, with its depth of flavour; light-hearted personality and ability to ignite storytelling have always been unmistakably Full of Character. 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”.
