Ineos Launches 'Them vs Us' Campaign to Differentiate Grenadier from Defender
Ineos has launched a provocative advertising campaign to differentiate its Grenadier 4x4 from Land Rover's Defender. The campaign, 'Them versus Us', features a dirty Grenadier alongside a clean new-generation Defender, aiming to highlight the differences between the two vehicles.
The campaign comes after a legal dispute between Ineos and Land Rover in 2018. Land Rover argued that the Grenadier's design copied the Defender's, but the case was settled in 2021 with Land Rover unsuccessful in its challenge. Ineos CEO Lynn Calder stated that the campaign is a response to the dispute and aims to 'set the record straight'.
Ineos took the campaign to Land Rover's doorstep, towing a billboard featuring the same image past JLR's UK headquarters in Solihull. The Grenadier was conceived to fill the gap left by the previous-generation Defender, which ceased production in 2016 after 67 years.
The 'Them versus Us' campaign is Ineos' latest move to establish the Grenadier as a distinct alternative to the Defender. Despite the legal dispute, Ineos maintains that the Grenadier is unique and aims to emphasize its differences from the Land Rover model.
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