UK alcohol brand The Famous Grouse has unveiled a new global campaign designed to introduce the drink to the next generation of whiskey drinkers.
Showcased across TV, BVOD (Broadcaster Video on Demand), digital and social, the advert will air during ITV’s coverage of the Rugby World Cup final and semi-final matches.
Developed by creative agency Leith in collaboration with BAFTA-award-winning studio Nexus, ‘Full of Character’ aims to present the brand as an alcoholic beverage for a social occasion.
Directed by Emmy-award-winning Paloma Baeza, the campaign also seeks to educate consumers on the accessibility and mixability of the liquid.
The 40-second spot features Gilbert, the iconic The Famous Grouse, preparing to host a dinner party for family and friends – in what is the first TV creative to show the brand’s character in an at-home setting.
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Set to the tune of a piano piece, the grouse first prepares two alcoholic beverages with lime, adjusts the lights and sets the tone by turning on the vinyl record player. 
The advert ends with a pan to a close-up of the brand’s bottle and the two prepared drinks – while Gilbert amusingly still spins on the vinyl player, slightly out of frame.
Supporting the campaign, ‘Full of Character’ creative will also run in-story, available for on-trade outlets as part of a global refresh of brand assets and have a point of sale displays (POS) to maximise impact.
“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,” said The Famous Grouse global brand director, Joakim Leijon.
“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”.
Leith creative team, Debbie Morgan and Mairi Wilson, added: “We’ve 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. It’s been a dream come true to take him on the next wing of his journey.”
The campaign follows the whiskey brand last year becoming the official broadcast partner for Gallagher Premiership Rugby matches and highlights on ITV sport.
