- Global multi-channel campaign introduces the award-winning INEOS Grenadier to a global audience of over 400 million potential customers
- Within 18 months since start of production, Sir Jim Ratcliffe’s flagship 4X4 is already available in over 45 global markets
- Creative approach challenges audiences to embrace the experience and adventure of being behind the wheel
- Media buying campaign includes Summer Olympics and UEFA EURO, linking to INEOS’s support for sports teams and events
- Lynn Calder, CEO, INEOS Automotive, comments, “Built for More is a call to drivers to get off their sofa, break free from the confines of digital devices and embrace what the outdoor world has to offer. The Grenadier is a go-anywhere 4X4, engineered to world-class standards and literally built for more of what the world has to offer.”
London, 18th June 2024 – INEOS Automotive is launching its first brand advertising campaign Built for More, introducing the award-winning Grenadier 4X4 to a broad global audience with a multi-channel activation across television, print, social, outdoor media and on-demand video streaming.
Debuting in the UK, the campaign will have rapid rollout in Germany, North America and Australia, before wider release through online and social media in over 45 markets where the INEOS Grenadier is available.
Lynn Calder, CEO, INEOS Automotive, comments, “Built for More is a call to drivers to get off their sofa, break free from the confines of digital devices and embrace what the outdoor world has to offer. The Grenadier is a go-anywhere 4X4, engineered to world-class standards and literally built for more of what the world has to offer.”
Moving away from the trend for cosmetic SUVs with complicated technology, the Grenadier was devised by Sir Jim Ratcliffe, who identified a gap in the market for a hard-working 4X4 that combined best-in-class off-road capability with modern on-road driving refinement for people who enjoy the experience and adventure of being behind the wheel. Since launch, the 4X4 has been joined by the Quartermaster, a double-cab pick-up variant, and in February 2024 a third vehicle line was revealed - The INEOS Fusilier, offering two powertrain options: A range extender which uses a small, low emission petrol engine to charge the electric battery when external charging isn’t available, alongside an all-electric.
Lynn Calder, CEO, INEOS Automotive, comments, “The Grenadier has already been embraced by off-road adventurers and enthusiasts, so we are excited to now introduce our 4X4 to a wider global audience. We are the first European OEM to launch at scale this century, so we took our time to ensure production, build quality and a global aftersales network was in place before we took this step. Like the Grenadier, we’re ready to take on the world.”
The Built for More brand platform was conceived and created by Wonderhood Studios and is focused on the feeling of possibility that getting behind an INEOS Automotive vehicle can give you.
Wavemaker is responsible for the worldwide media buying strategy and launch plan which is designed to reach 400 million adventure-oriented adults with placements focussed on this year’s high-profile sporting events including UEFA EURO fixtures, the Summer Olympic Games in Paris and Formula 1 Grand Prix.
This is the first project since Wonderhood Studios was appointed INEOS Automotive’s retained global creative agency, with the wider brief including global social strategy, community management and engagement through Wonderhood Makers, and refreshing the brand’s global visual identity through Wonderhood Design. Guy Hobbs, Executive Creative Director at Wonderhood Studios, comments “We fell in love with the Grenadier so it’s very exciting to be launching this bold new campaign. This project has a perfect Wonderhood shape, crossing all our studios to show what happens when you draw all these disciplines together.”
INEOS Automotive appointed Wavemaker as its media agency based on its global expertise as well the ability to tap into localised knowledge via Wavemaker’s industry-leading tools and research. Due to Wavemaker’s global network it also provides ‘boots on the ground’ for an accelerated and effectively communicated strategy in all markets. Wavemaker UK has a long-standing relationship with INEOS, having been appointed as the media agency for its Hygienics brand in March 2022.
Isobel Mooney, Managing Partner, Wavemaker UK, says: “It’s been brilliant to take the wheel on INEOS Automotive’s media launch. The brand puts the focal point on ‘adventurous’ in its products and campaigns, and the team are willing to let us take our strategy off-road and really challenge the category norms and conventions, which is very exciting.”
Contact details:
Russell Minahan
Head of Global PR
russell.minahan@ineos.com
+44 (0) 7786 275 912
About INEOS Automotive
In 2017, INEOS Chairman Jim Ratcliffe, a car enthusiast and experienced adventurer, identified a gap in the market for an uncompromising 4X4 engineered for modern day compliance and reliability. INEOS Automotive Limited was formed and a senior team of automotive professionals assembled to bring the vision to reality with a fresh perspective of 4X4 development and manufacturing.
In 2022 the INEOS Grenadier was launched: a truly global 4X4 built from the ground up that combines rugged British spirit and design with German engineering rigour. The Grenadier provides best-in-class off-road capability, durability, and reliability with the modern comfort and refinement customers expect wherever they are in the world. In 2023 a double-cab pick-up variant of the Grenadier was launched called the Quartermaster, and in February 2024 a third vehicle line called the INEOS Fusilier was unveiled which will offer two powertrain options to meet global consumer needs: an all-electric and a range-extender electric.
INEOS Automotive is a subsidiary of INEOS (www.ineos.com), a leading manufacturer of petrochemicals, speciality chemicals and oil products. It employs 26,000 people across 36 businesses, with a production network spanning 194 sites in 29 countries. From paints to plastics, textiles to technology, medicines to mobile phones, materials manufactured by INEOS enhance almost every aspect of modern life. In 2021, INEOS had sales of $65bn.
To find out more about INEOS Automotive, visit www.ineosgrenadier.com.
About Wonderhood Studios
Wonderhood Studios has been tasked with creating a long-term global brand platform along with a fame-driving above-the-line campaign for INEOS Automotive. Wonderhood Studios’ social-first content studio, Wonderhood Makers, is responsible for strategy, community management and engagement, advocacy and content production for INEOS Automotive across all social channels. Wonderhood Design, the recently launched standalone branding and design studio, will work closely with INEOS Automotive’s in-house team to refresh the brand’s global visual identity.
About Wavemaker UK
Wavemaker UK has a long-standing relationship with INEOS, having been appointed as the media agency for its Hygienics brand in March 2022. Wavemaker UK will be responsible for the Bult For More multi-market campaign starting in Q2 2024, as well as triggering immediate lead generation activity across the globe. INEOS Automotive selected Wavemaker based on its unrivalled global expertise, which aligns perfectly with its ambitious plans in initial key markets - the UK, Germany, Australia, South Africa and the USA - as well as enabling it to tap into localised knowledge via Wavemaker’s industry-leading tools and research. Due to
Wavemaker’s global network and presence, it can also offer INEOS Automotive ‘boots on the ground’ in all locales for an accelerated and effectively communicated strategy. Moving forward, the agency will manage and drive success for both brands under the INEOS banner.