Following another record year of growth, Edinburgh Gin is launching its first national advertising campaign to kick-off the Summer season.
The campaign, which calls on consumers across the UK to “Do Your Gin Thing”, is a nationwide outdoor and social media campaign that reflects the brands growth in distribution across the country. It will also support and grow awareness of Edinburgh Gin, which is now the 6th biggest gin brand by value sales in the UK off-trade market (source: IRI 2018).
The campaign launches on Monday 18th June and will run across outdoor sites (including 48 sheets and 6 sheets) and premium out of home digital sites in cities throughout the UK. This will be supported with social media activity primarily on Instagram. The campaign is expected to reach 80% of the UK female ABC1 audience.
The campaign, which includes seven different executions of the ‘Do your Gin Thing’ creative, is designed to be an open invitation to consumers to have fun and enjoy Edinburgh Gin their way.
“It used to be that choice was limited to one or two gin brands. Today the category is driven by a choice of styles, flavours and serves. Given Edinburgh Gin’s range of three London Dry variants (Classic, Seaside and Cannonball), our five much loved gin liqueurs, and our new ready to drink serves in cans, there really is an Edinburgh Gin to suit any event or occasion; your way,” said Neil Mowat, Edinburgh Gin’s UK Marketing Director at Ian Macleod Distillers.
“We believe that by producing a varied premium range of gins and gin liqueurs we can offer both the trade and their customers the opportunity to explore different flavours and styles resulting in a varied and vibrant gin drinking experience.”
This campaign comes at a time when UK gin sales show no sign of slowing down with figures revealing that gin sales have doubled in value over the last six years reaching £1.2bn annually (source: Wine and Spirit Trade Association 2017).
Source: Edinburgh Gin
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