The Famous Grouse.

The Famous Grouse - From your grandad’s drink to yours

The Brief
The Famous Grouse faced a challenge common to heritage brands – how to maintain their loyal older customer base while attracting a younger audience. The brand had become strongly associated with "pipes and slippers," creating a barrier for younger whisky drinkers.

The Strategy (Spine)
Through customer research and competitive analysis, I identified that the dated Scottish imagery was overshadowing the brand's most distinctive asset – Gilbert the Grouse himself. My strategy focused on evolving Gilbert from logo to character, giving him a personality that could bridge generations.

The Voice (Soul)
I developed a fresh tone for Gilbert that gave him sass and playful humour, moving away from traditional whisky marketing conventions. The character became more animated and cheeky, creating a voice that maintained authenticity while feeling contemporary and approachable.

The Brand Connection (Heart)
By putting Gilbert centre stage and infusing him with personality, we created an emotional connection that transcended age demographics. The character became the bridge between generations – familiar enough for existing customers but reimagined to feel relevant to younger audiences.

The Impact
The campaign successfully shifted perceptions of The Famous Grouse, making it appealing to a new generation while retaining its core audience. The work was recognised with an IPA Effectiveness Award which I co-wrote, demonstrating its commercial impact as well as creative merit.

My Role: Customer research, competitive review, semiotic analysis and brand messaging development.

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