The Famous Grouse.
Strategy.
From your grandad’s drink to yours.
Problem: How to get a global brand, powerfully associated with pipes and slippers, into the hands of younger drinkers?
Solution: Strip away all the dated Scottish imagery and put Gilbert the Grouse centre stage, giving him sass and wit.
My role: I used worked with leading Creatives Damon Trott and Mary Wear to help evolve Gilbert’s character to become the icon he now is.
RESPONSIBILITIES: CUSTOMER RESEARCH, COMPETITIVE REVIEW, SEMIOTICS, BRAND MESSAGING.
IPA Effectiveness Award.
This campaign has run for over 20 years.
Watch the campaign reel. Click any image.
