Design consultancy: Kinship Creative
Advertiser: Edrington

Executive Summary

In early 2017, Naked Grouse owned by Edrington, was a forgotten more premium expression within The Famous Grouse portfolio.

There had been success in some global markets but overall the expression had a dated identity and was not relevant to the consumer. The start point was our innovation and consumer insight project, and in conclusion to this, Edrington took the bold decision to relaunch Naked Grouse as a standalone brand.

Our challenge was to create a distinctive global brand for a younger discerning knowledge seeking consumer, that was not tied to traditional whisky rules.

The answer lay in understanding the consumer insight found as part of the innovation project.

We then repositioned the brand based on the brand truth of liberation and executed this through the idea of living naked. The result was the creation of a distinctive brand world that talks directly to the attitude of the targeted global consumer.