Famous Grouse reveals ‘dark side’ with Smoky Black ad

21st October, 2019 by Nicola Carruthers

Blended Scotch whisky The Famous Grouse has launched a new advert for its Smoky Black expression to showcase its “darker and smokier side”.

The grouse bird takes centre stage in the new advert for The Famous Grouse Smoky Black

The TV advert for the Edrington-owned brand features a grouse bird as it takes a midnight stroll in the mountains.

In the clip, a full moon is revealed upon which the grouse is transformed into a “darker and smokier feathered version”.

Created by The Leith Agency, the new creative is supported by a multi-channel integrated marketing plan that includes paid Facebook media, in-store and online visibility, along with sampling and gift with purchase.

The advert, which is part of a £1 million (US$1.3m) UK marketing plan, launches amid a “growing trend towards peated whisky”.

The brand said that peated whisky makes up four of the top 10 UK malts in the off-trade, increasing by five in the on-trade.

The Smoky Black expression is said to offer consumers a peated variant of The Famous Grouse at an “accessible price point”.

Described as “smooth and complex”, Smoky Black is made with a “rare” peated malt and has hints of dried fruit and a “long, sweet and smoky” finish.

Chris Anderson, head of Edrington brands at Edrington-Beam Suntory UK, said: “At Christmas, millions of bottles of The Famous Grouse make their way into the homes of consumers preparing to purchase a bottle either for themselves, friends or loved ones and enjoy a dram to celebrate the festive season.

“Since the launch of Smoky Black, we have seen sales of the liquid go from strength to strength as our loyal fans look to us for something different alongside consumers wanting to experiment with great quality, straightforward and honest everyday premium whisky.”

Check out the Smoky Black ad below.

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