London Essence debuts new campaign
Mixer producer The London Essence Co has kicked off a two-month campaign in Great Britain and Ireland, called London Distilled.
Showcased through social media, strategic media partnerships and out-of-home (OOH) adverts in major cities such as London, Manchester, Dublin, Edinburgh and Belfast, the campaign seeks to bring a ‘fresh’ perspective to the mixer category. It will run from November to December 2023.
Ounal Bailey, co-founder of The London Essence Co, commented: “We’re thrilled to be launching the next stage of our journey with the debut of our London Distilled campaign across Great Britain and Ireland.
”We are born of London and are proud of the creativity that is fostered not only in our home city, but cities around the world. Our campaign captures the tastemakers of London, both in our creative and in our partnerships, they inspire us and our audience.”
The campaign is looking to appeal to a ‘diverse blend of creative influences’, whom the brand refer to as ‘tastemakers’ – the various characters and creative styles that occupy a metropolitan city such as London, who also reflect London Essence’s creative process and brand heritage.
Media partnerships with the likes of The Times and SheerLuxe will help to support the campaign, with The Times partnership in particular including a content series that pays tribute to prominent Londoners Henry Holland and Sophie Ellis-Bextor.
An interactive map designed to guide audiences to London’s best winter bars will further increase the campaign’s exposure and its placement in major UK cities and key travel routes will make it visible to commuters over the festive season.
Laura Varnam, client lead at mSix&Partners, added: “We’re proud to continue our great work with London Essence and bring the true essence of London to our tastemaker audience.
”Bringing together partnerships, impactful OOH and world-class social executions to deliver the alchemy that truly delivers media greater than the sum of its parts.”
Last year, the Britvic-owned company became the fastest-growing mixer brand in Great Britain with a retail sales value of almost £15 million (US$18m).