Launch of the new Famous Grouse advert

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Kirsten Blackie-Gault


Brand updates

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The new Famous Grouse Smoky Black advert is set to launch on TV and social media today, with a campaign creative showcasing a different, darker and smokier side of The Famous Grouse – bringing to life the unique flavours of Smoky Black.

Set once again in ‘Grouse Country’, the advert sees our beloved bird enjoying a midnight stroll in the mountains. Looking towards the sky, the clouds dramatically part to reveal a full moon which, in a nod to classic cinema, transforms the grouse into a darker and smokier feathered version. Standing proud amongst the heather, our protagonist disappears to reveal a bottle of The Famous Grouse Smoky Black, flanked by the end-line “The Darker, Smokier One”.

The campaign has been created by The Leith Agency who once again returned to award-winning Axis Studios to execute the creative campaign. It will target whisky drinkers via TV, supported by a multi-channel integrated marketing plan that includes social media, in-store and online visibility, as well as sampling and gift with purchase.

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 who purchase a bottle for themselves, for friends or loved ones and to enjoy a dram to celebrate the festive season. Since the launch of Smoky Black, we have seen sales 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.”

To view the new advert in full, check out The Famous Grouse Facebook page