Edrington continues Famous Grouse pushBy Amy Hopkins
Edrington has launched a new global marketing push for The Famous Grouse blended Scotch whisky, which is undergoing an “ambitious redevelopment plan”.
The Famous For a Reason campaign will run across all key markets after “significant investment” was pledged to enhance the brand’s global position.
Integrated across ATL and BTL channels and supported by digital films, social media content, press, outdoor and in-trade activations, the campaign has been created in partnership with AMV BBDO.
It tells the story of The Famous Grouse founder Matthew Gloag and the reaction of his competitors and contemporaries to the new “Grouse” brand, created in the 1800s.
To accompany the main advert, the campaign also features a series of “product story films”, as well digital and print assets that can be tailored by local markets.
“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,” said Glen Gribbon, director of The Famous Grouse.
“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.”
Communicating its brand message, the campaign will also feature on the stories of other people who are “famous for a reason”, such as Charlie Miller, who brought football to Brazil, and Emile Berliner, who was the first person to record sound on to a flat disc.
The Famous For a Reason campaign will launch in Sweden this month, followed by other key markets from October to December.
In July this year, Edrington extended The Famous Grouse range with the addition of a Mellow Gold expression and also unveiled a new packaging design for the brand.