Grant’s whisky targets younger consumers with #IOU campaign

Grant’s has launched a global campaign to introduce the whisky to younger consumers.

The #IOU campaign kicked off this week with an online-only short film, created by London agency FCB Inferno and directed by Bafta-nominated Yann Demange. It will be supported by PR, digital and event activity.

Introducing the brand’s ‘Stand Together’ brand positioning, Grant’s said the film would “challenge the notion of individual success” by depicting a group of friends that support each other through various experiences. It ends with the question: “If you’ve got this far in life without owing anybody anything, how far have you really got?”

The film is soundtracked by electro artist Whitey, whose music has previously featured in Breaking Bad and The Sopranos.

Grant’s global brand director Shane Hoyne said the campaign would “talk about success in a way that stayed true to our heritage but also resonated with a broader demographic”.

“This year has been an ambitious one for the Grant’s team with the rollout of new global brand positioning Stand Together, the diversification of the Grant’s range and expansion into new markets,” added Hoyne. “2015 will continue in a similar vein with ground-breaking innovation and the launch of additional ranges in the coming months.”