Rémy Cointreau creates Super Bowl adBy Alice Brooker
French drinks group Rémy Cointreau is launching its first TV spot for gin brand The Botanist during the Super Bowl this Sunday (13 February).
The TV advertisement will be broadcast in the US and across social media platforms. The spot will premier during the annual playoff championship game of the National Football League (NFL) this weekend, which will see the Los Angeles Rams take on the Cincinnati Bengals at Sofi Stadium in Los Angeles, California.
The commercial is part of the French company’s strategy to up its marketing spend in the second half of its fiscal 2021 year in order to support the recovery of its brands.
Eric Vallat, chief executive officer of Rémy Cointreau, said: “This first large-scale campaign is a major milestone in the growth of The Botanist and one that aligns perfectly with our strategic plan. Characterised by strong ties to its terroir, The Botanist is perfectly positioned today to take advantage of the rapid growth in the gin category in the United States and new consumption trends like mixology and premiumisation.”
The Botanist was first introduced to the market in 2014.
The gin is distilled and bottled at the Islay-based Bruichladdich distillery, which was the first whisky and gin distiller in Europe to gain B Corp status in 2020.
Vallat added: “The Botanist, with its goal to become an undisputed leader in high-end gin, is an excellent growth vector for the group. We will mobilise all necessary resources to achieve that goal by significantly increasing our marketing and advertising spending to boost the brand’s visibility and desirability.”
Bruichladdich recently unveiled a range of single malt whiskies to celebrate the Chinese New Year.