Edinburgh Gin set to launch "biggest-ever" campaign
Edinburgh Gin has launched its biggest-ever campaign - including its first TV advert - backed by a multi-million pound investment.
The “Filled with Wonder” campaign is designed to take gin drinkers on an “imaginative journey of flavour”.
The company’s first-ever TV spot, which will debut exclusively on Channel 4, leads viewers through a journey of flavour, capturing the brand’s point of difference as “a highly original but carefully considered gin-maker”.
The dreamlike advert showcases the wonders worked by Edinburgh Gin with natural flavours and it encourages discovery of its extensive range. The brand has 18 gins and gin liqueurs in total.
The advert will premier in Edinburgh and it will then be shown more widely with the first TV spot set to air during the ad break of First Dates on Channel 4.
The producer is also launching an out-of-home execution, supported by PR, social media and other events throughout 2020.
Neil Mowat, UK marketing director of Ian Macleod Distillers, which owns Edinburgh Gin, said: “We work wonders with our gin. We know how to make it brilliantly, no shortcuts, no exceptions. That means not only taking great care in what we do but also great joy too. So, beyond the very best distillation, we always add creativity and original thinking to the mix. Inventiveness is essential to Edinburgh Gin – and that’s the story our new campaign sets out to tell.
“Since we pioneered Rhubarb & Ginger [liqueur] over five years ago, we have continued to create combinations of natural flavours that are sophisticated, sometimes surprising but always beautifully balanced and crafted. In doing so, we have built a world of remarkable gins that we take deep pride in – and that add their own distinctive magic to the category.
“The taste journey offered by our gin is exceptional – no other brand has our diversity of choice or intensity of natural flavouring. Made in Edinburgh, one of the wonder capitals of the world, imagination is in our DNA and that is why the storytelling in our marketing is far from ordinary.”
In the last year the producer released three new full-strength flavour extensions: Rhubarb & Ginger, Lemon & Jasmine and Bramble & Honey.
Mowat added: “It’s an exciting time for the category and this substantial investment in our marketing signposts a wonder-filled year to come for Edinburgh Gin. We plan on bringing the concept to life event further in the coming months, introducing moments of wonder to excite drinkers, from special events, to new partnerships.”