THE FAMOUS GROUSE LAUNCHES NEW ‘FULL OF CHARACTER’ GLOBAL CAMPAIGN 

The UK’s no.1 whisky has unveiled its brand-new Full of Character global campaign which will launch across 30 countries in October and November

The campaign showcases The Famous Grouse’s exceptional character and puts a modern spin on the brand’s quality, personality and mixability credentials

The Full of Character TV campaign will launch during ITV’s coverage of the Rugby World Cup semi-final between England and South Africa on Saturday 21st October 2023

MONDAY 16TH OCTOBER, LONDON: The Famous Grouse has today unveiled its brand-new global campaign, Full of Character, with a new TV advert premiering during ITV’s coverage of the Rugby World Cup semi-final between England and South Africa on Saturday 21st October and again during the Rugby World Cup final on Saturday 28th October.

The UK’s no.1 whisky is back with a new global brand campaign for the first time in four years, which will roll out across 30 countries in November and December, including the brand’s key markets of the UK, Europe, North America and Asia-Pacific.

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.

Following the Rugby World Cup final, the Full of Character campaign will roll-out globally, with TV and BVOD (Broadcaster Video on Demand) in selected markets, as well as a global digital and social media campaign. 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 a critical trading period.

The Famous Grouse partnered with leading storytellers in the field of character animation for the Full of Character campaign. Creative agency Leith collaborated with Nexus, a BAFTA-winning Grammy and Academy Award-nominated studio, to produce the advert, while Paloma Baeza, who has previously won an Emmy for Best Character Animation, directed.

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”.

Debbie Morgan & Mairi Wilson, Creative Team at Leith, said: “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.”

For further information or to join the conversation, please visit @TheFamousGrouseUK on Facebook, @TheFamousGrouse on Twitter and Instagram @TheFamousGrouseUK.

TV advert is available to download here

Credits 

The Famous Grouse

Global Brand Director – Joakim Leijon

Global Senior Brand Manager – Lewis Bright

Global Senior Brand Manager – Caitlin Maley

Senior Insight Manager – Amanda Hamilton

Global Brand Manager – David Cotter

Global Assistant Brand Manager – Lucy Garvie

Leith

Art Director – Debbie Morgan

Copywriter – Mairi Wilson

Group Account Director – Bex Hadden

Account Director – Erika Sablinskaite

Producers – Fraser Hunter

Editor – Neil Williams

Brand Design – Scott Dawson

Brand Strategy – Vic Milne & Leona Coupar

Sound

Composer – Bigmouth Audio

Sound Mix – John Vick at Finiflex

Nexus

Production Company: Nexus Studios

Director: Paloma Baeza

Executive Producer: Josephine Gallagher

Producer: Rebecca Archer, Derek Walsh

Production Manager: Ruyi Meer, Annika Bauer

Production Coordinator: Tyler Antin

Studio CG Lead: Florian Caspar, Nico Domerego

Art Director: Melanie Climent

Groom Artist: Nico Domerego

Lead Compositor: Sacha Danjou

Compositor: Camille Krempp, German Diez

Compositing Intern: Maxime Wattrelos

Character Designer: Fabien Glasse

Illustrator: Weitong Mai

3D Animator: Marylou Mao, Will Lorton

3D Generalist: Fabien Glasse, Eder De Souza, Kenny Ip

FX Artist: Tim Bacon, Joe Thornley-Heard, Nico Domerego

Storyboards: Neil Boyle

Rigger: Niko Rossi, Nayla Nassar

Lighting & Rendering: Patrick Tomasini, Jeff Newton, Carl Kenyon

Matte Painter: Charlie Herve

Editor: David Slade

Junior Editors: Zaki Ford, Andrea Zantiras

PR & Marketing: Nancy Edmondson

Behind The Scenes

BTS Director: Josh Bamford, (asst Zaki Fulford)

BTS Executive Producer: Josephine Gallagher

BTS Producer: Rebecca Archer. Derek Walsh

Production Manager: Annika Bauer

Production Coordinator: Tyler Antin

Camera Operative: Francis Boyter

Sound: Blai Escayola

About The Famous Grouse

The Famous Grouse is the no. 1 whisky in UK and no. 4 standard blended scotch whisky worldwide (*IWSR value data 2022).

The Famous Grouse has been the best-selling whisky in Scotland, the home of Scotch whisky, since 1980.

The Famous Grouse is exported to over 100 countries.

The Famous Grouse was founded by Matthew Gloag who started blending whisky in the 1890s and was launched officially in 1897 as a reward to be enjoyed after a day in the Scottish countryside amongst friends.

About Edrington

Edrington’s vision is to give more by crafting exceptional ultra-premium spirit brands. The Macallan is our central focus, supported by Highland Park and The Glenrothes in the fast-growing single malt category and Naked Malt in the blended malt category. Our portfolio is completed with The Famous Grouse Blended Scotch Whisky, Noble Oak bourbon and Brugal premium rum from the Dominican Republic. Edrington also has strategic partnerships with No.3 London Dry Gin and Wyoming Whiskey in the American Whiskey category.

Edrington is headquartered in Scotland and employs over 3,000 people in its wholly owned and joint venture companies, with over half employed overseas. We own our route to market in 16 countries and distribute our brands to more than 100 countries around the world through joint ventures and third-party agreements.

Edrington’s principal shareholder is The Robertson Trust, which has donated £343 million to charitable causes in Scotland since 1961. Our business is underpinned by the Edrington values of giving, respect, integrity and excellence.