Jawbox Gin unveils Perfect Swerve campaign

Irish gin brand Jawbox Small Batch Gin has launched a campaign, aimed at driving awareness of the brand’s preferred serve.

The campaign communicates Jawbox’s preferred serve with ginger ale

#ThePerfectSwerve campaign will be live from today (6 March) across online and offline channels including social media, website, content marketing, point-of-sale and more.

Designed by agency Drinksology, #ThePerfectSwerve campaign aims to drive awareness of the brand’s preferred serve, gin with ginger ale and a garnish of lime.

The novel campaign takes a “tongue-in-cheek pop” at tonic water, inviting consumers to “ignore the predictable, turn off the repetitive and shun the mundane”. The campaign features moments such as washing the car and visiting the in-laws to showcase the opportunities that exist to “swerve the ordinary” everyday.

The campaign aims to increase visibility and awareness of Jawbox Small Batch Gin across Europe and the US, as well as Canada, Australia and South Africa.

Founder Gerry White said:, “Our consumer research and intel from our brand ambassadors leads us to believe there is an opportunity to generate interest and convert current non-gin drinkers. Often people think they dislike gin when in fact they do like gin, but they dislike the bitter properties of tonic water.

“#ThePerfectSwerve campaign is the perfect blend of enticing and educational content and will bridge the gap that exists between our brand, non-gin drinkers and those looking to experience something original in a saturated category. Gin is exceptionally competitive but Drinksology has devised a campaign that we believe will evoke feelings of spontaneity and freedom amongst consumers, ultimately liberating them to try something new.”