In the space of thirty years, the gin market has transformed beyond recognition. The number of brands has soared from dozens to hundreds. Having achieved an enthusiastic regional following, Edinburgh Gin was still little-known UK-wide. To address this, we planned an ambitious breakthrough campaign for the brand’s Valentine’s Gin. The added challenge? Valentine’s Gin wasn’t new to the Edinburgh Gin portfolio meaning the campaign would need to be extra striking to gain traction.
Our target consumers were premium gin drinkers aged 25+; gin fans who look for evidence that the spirit they’re buying is ‘natural’ and ‘considered’. For Valentine’s Gin this meant going to the heart of gin – ‘botanicals’ – a cue for the kind of quality gin experience our target drinkers swooned over.
We brought together two of Valentines most popular gifts – gin and flowers – in an entirely original way. Inspired by the natural botanicals used in the gin’s recipe, we created a matching botanical bouquet filled with chamomile daisies, lavender and hot pink rose petals. Collaborating with MUD Urban Flowers, we devised an ingenious, limited edition gift pack, in which the 70cl bottle of Valentine’s Gin appeared as a vase of fresh flowers. To raise nationwide awareness, intrigue and FOMO, a comms campaign peppered with personalised media drops and high impact social content ensured a mesmerising countdown to the 14th February.
Publications were besotted. Cosmopolitan, Tatler, Metro and Good Housekeeping were just a few of the big-name titles who covered the campaign. With this limited edition quickly selling out, lucky recipients rushed to social media to post their appreciation. It really was love at first sight, scent and sip.
RETURN ON INVESTMENT
pieces of top tier coverage
Winner for PR at the marketing star awards
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