Edinburgh Gin Filled with Wonder campaign returnsBy Melita Kiely
Ian Macleod Distillers-owned Edinburgh Gin is bringing its Filled with Wonder campaign back to Scotland this summer.
Part of the brand’s additional investment in above-the-line marketing, the campaign will feature national TVCs (television communications), STV sponsorship, video on demand (VOD) ads, PR and social media backing, and trade support.
Edinburgh Gin first launched its Filled with Wonder campaign across the UK in December 2019 as part of a multi-million-pound investment. This included a TV advert, which was set in the brand’s home city of Edinburgh.
Neil Mowat, UK marketing director of Ian Macleod Distillers, said: “Edinburgh Gin is continuing to invest in its marketing and the future of the gin category.
“Our Filled with Wonder campaign has been doing an incredible job in highlighting the craft and creativity that goes into each of our expressions and it perfectly encapsulates who we are – pioneers of natural flavour and choice, far from ordinary storytellers, and imaginative marketers.
“Our Scotland-wide campaign will further bring this concept to life, giving people new opportunities to discover the brand and enter our wonder-filled world of gin. Let the summer begin.”
The VOD push will see 30-second and 40-second adverts play across premium Sky programmes, All 4’s Entertainment category and on STV and ITV Hub. Ten-second ‘bumpers’ will also run across daytime and peak TV spots.
Point of sale materials will focus on the brand’s Rhubarb and Ginger, and Gooseberry and Elderflower full-strength gins across Tesco stores throughout Scotland.
Furthermore, in August Edinburgh Gin will unveil ‘How To’ signature serve content across its social media platforms, educating consumers on how to recreate cocktails using the brand’s full-strength flavours.