Scotch whisky brand The Famous Grouse has launched a new global communications campaign which will run across all markets.
Significant investment has been committed by brand owners Edrington to develop the campaign, enabling The Famous Grouse to continue to strengthen its strong market share and premium market position.
The Famous For A Reason campaign platform was developed by AMV BBDO, and explores the theme of fame being earned, rather than sought. The message is firmly grounded in the brand’s heritage, and is based on the principles of its founder, Matthew Gloag, whose commitment to quality meant he believed in only using the very best ingredients for his whisky, The Famous Grouse said.
Fully integrated across both above-the-line and below-the-line channels, the TV campaign is supported by digital films, social media content, press activity, and outdoor and in-trade activations, all delivering the Famous For A Reason message.
The Famous Grouse director Glen Gribbon said: “The Famous For A Reason campaign gives real meaning and authenticity to The Famous Grouse brand, and provides us with a strong platform for future growth. We’ve also placed more of an emphasis on digital content in this new campaign, ensuring we retain relevance with today’s whisky consumers.
“Each piece of content that we have developed to communicate the campaign message reminds us that real fame is earned.”
The TV advert began airing in Sweden in September 2015, and will roll out across other key markets from October to December.
© FoodBev Media Ltd 2021
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