Building a totally new brand.

We helped build the Grenadier brand from the ground up. Working closely with the business from the very beginning, we were determined to buck industry conventions. So we steered away from the crowded lifestyle market and first focused instead on a ‘utilitarian’ audience – farmers, foresters, estate managers. We then established a brand positioning that planted the Grenadier firmly in this territory. This led us to a bold look and feel, and a no-nonsense tone of voice – all summed up by the ‘built on purpose’ mantra that hammers home the vehicle’s utilitarian character. Our work for the INEOS Grenadier didn’t stop at brand launch. We made sure the world took notice and future owners were kept engaged by delivering ongoing engaging brand content. We created a behind-the-scenes ‘Building the Grenadier’ short film series that tells the story of the vehicle, component by component. Each highly engaging, presenter-fronted episode reveals a key part – from frame and axles to engine, wheels and beyond – to give viewers the complete picture on what they can expect from this rugged 4×4. Visiting engineering partners, testing, factories, and talking to those in charge, and keeping people up to date on all the latest developments as the Grenadier takes shape.