Built for More: INEOS airs first global brand campaign


INEOS Automotive has launched 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.

INEOS Built for More

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, said: “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.

Calder said: “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 after sales 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, said: “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, said: “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.”