Edinburgh Gin unveils multi-million-pound campaignBy Melita Kiely
Ian Macleod Distillers has launched a multi-million-pound campaign for Edinburgh Gin – including the brand’s first TV advert – called Filled with Wonder.
Described as the brand’s “biggest ever brand campaign”, Filled with Wonder’s TV spot made its debut in Edinburgh yesterday (3 December) at 6pm when it was projected against The Dome bar. It was then broadcast on Channel 4 in the UK later that night during First Dates.
The advert takes viewers on a flavour journey that highlights Edinburgh Gin’s point of difference and the range of flavoured expressions it offers. It aims to reimagine the taste of Edinburgh Gin Rhubarb & Ginger Gin.
The clip, created by Bright Signals and produced by Glassworks, is accompanied by a Frankie Valli song, The Night. It begins with a blossoming flower bed, then leads viewers to an urban party surrounded by a rhubarb forest, before switching once more to the Edinburgh skyline, and then finishing with an Edinburgh Gin Rhubarb & Ginger gin and tonic.
Neil Mowat, UK marketing director of Ian Macleod Distillers, which owns Edinburgh Gin, said: “Since we pioneered ‘rhubarb and ginger’ over five years ago, we’ve continued to create combinations of natural flavours that are sophisticated, sometimes surprising, but always beautifully balanced and crafted.
“In doing so, we’ve built a world of remarkable gins that we take deep pride in – and that add their own distinctive magic to the category; whether it’s for making quality cocktails or simply with tonic.
“The taste journey offered by our gin is exceptional – no other brand has our diversity of choice or intensity of natural flavouring, which means we are a must-have for any well stocked bar. 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.”
As well as the TV advert, the campaign will include out-of-home advertising, taking cues from the TV spot, while PR, social media and events will take place throughout 2020 as part of the marketing push.
The campaign follows Edinburgh Gin’s move into full-strength expressions this year, including Rhubarb & Ginger, Lemon & Jasmine, and Bramble & Honey. Each one has an ABV of 40%.
Mowat added: “We have always led the way as a brand, pioneering both flavour and choice – a precedent we’re committed to continuing. It’s an exciting time in 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 even further in the coming months, introducing moments of wonder to excite drinkers, from special events, to new partnerships.”