Grant’s Whisky has launched ‘#IOU’, a global campaign designed to move the brand away from its conventional product-led communications to video ads targeted at millenials.
The #IOU campaign has kicked off with a short film distributed exclusively online in the form of PR and social media buys and event activations which will run until 2015.
The video, created by London-based agency FCB Inferno and directed by Bafta-nominated director Yann Demange, followed a group of friends as they supported each other through a series of strange, yet life affirming, experiences with the intention of celebrating the many things that friends owe each other.
Furthermore, the soundtrack was provided by musician Whitey, whose work has featured on Breaking Bad and the Sopranos. The two minute video leaves viewers with the message “If you’ve got this far in life without owing anybody anything, how far have you really got?”
Shane Hoyne, Grant’s global brand director, said: “We wanted to talk about success in a way that stayed true to our heritage but also resonated with a broader demographic. Like the people we aim to inspire, we have been supported and guided by a huge team of people in bringing something new and exciting to the table and we’re very proud to share the outcome. This year has been an ambitious one for the Grant’s team with the roll out of a new global brand positioning Stand Together, the diversification of the Grant’s range and an expansion to exciting new markets, 2015 will continue in a similar vein with the launch of additional ranges in the coming months.”
#IOU has launched in over 40 countries in Africa, Asia, Europe, North and Latin America on Thursday 25 September 2014.