The Famous Grouse is, indeed, famous, but younger drinkers increasingly saw it as the whisky their grandparents drank. We needed to make the brand relevant to a new generation without losing the character that made it famous in the first place. Tapping into social drinking occasions, we gave our iconic Gilbert the Grouse a new nest. ‘Full of Character’ brought Gilbert into a more modern, sociable world, creating a new global brand platform that runs across 30 countries.