Bathtub Gin eyes global growth with new campaignBy Amy Hopkins
Ableforth’s has launched a new bottle label for Bathtub Gin, at the same time as unveiling the brand’s first fully-integrated global campaign.
The brand’s new campaign – called Our Gin Starts Where Others Finish – highlights its cold compounding production process.
The campaign will include an on-trade education programme delivered by brand ambassadors; consumer activations across the UK and Europe; advertising and print/digital features; and a social media campaign and competition, which will take place this summer.
In addition to communicating Bathtub Gin’s production process, the campaign seeks to educate consumers about the broader gin category.
“We have been using the term ‘our gin starts where others finish’ at tastings and events as an easy-to-understand starting point for explaining the cold compounding process which makes Bathtub what it is,” said global brand manager, Adam Wyartt.
“The bottle has a unique look and feel and we are really proud of the impact and appeal of that, however our overarching ambition is to make the most delicious gin we can, so explaining the process which allows us to do that is vital.
“Bringing the real-world communication success of Our Gin Starts Where Others Finish to our first fully-integrated campaign was a logical step.”
To create Bathtub Gin, producers take a copper pot-distilled gin and infuse it with more botanicals. This distillate is then blended with more pot-distilled gin.
Meanwhile, the brand’s new hand-wrapped label features a ‘cornucopian bathtub’ containing botanicals, replacing the previous carboy and botanicals image. Ableforth’s in-house NPD team designed the label.
Wyartt added: “After six years we wanted to make a change; one which would give Bathtub Gin greater visual direction for the future and meet the need for the increasing variety of point-of-sale executions required to support such a rapidly growing global brand.”
Bathtub Gin experience rapid growth last year, with sales up by more than 70%. The new icon will roll out across the Bathtub Gin range in 2018, starting with Bathtub Gin – Navy-Strength.