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Award-winning OPIHR Spiced London Dry Gin has launched an above the line campaign, ‘Let the Taste Take You There’ this week with an investment in out-of-home advertising — a first for the brand — in time for summer when consumers are set to travel.

‘Let the Taste Take You There’ is taking over the London underground for several weeks with big, bold, colourful ads, transporting consumers from their daily commute to faraway places. Set to reach 6.8M consumers, the campaign is designed to highlight the 10 unique botanicals that make up the gin and inspire discovery through flavour with captivating key visuals nodding to OPIHR’s Spice Route origins.

Ads are being strategically placed on carriages across all tube lines, tunnels and digital displays across London underground stations including those that lead to major travel hubs, such as King’s Cross and London Victoria.

This significant brand investment is being supported by print media and digital ads, as well as a strategic partnership with pioneers of luxury travel, Abercrombie & Kent, offering consumers the chance to win a once-in-a-lifetime safari for two worth £18,000.

The consumer competition is being activated next month across the off-trade in grocery, wholesale and convenience channels where 70cl bottles of OPIHR Spiced London Dry Gin will have a neck hanger with QR code taking consumers to a dedicated webpage to enter. The competition is being supported with stand-out point of sale that will mirror the campaign creative.

The ‘Let the Taste Take You There’ campaign is also being brought to life in the on-trade later this summer.

Charly Smith, Global Brand Manager for OPIHR Spiced London Dry Gin, Quintessential Brands, says: “We wanted to capture commuters at the time of year when seeking out new adventures is at the forefront of their minds. We are passionate about exploration, discovery and trying new things, which is something we know we share with our consumers. With the competition, we can make someone’s travel bucket list a reality while supporting our retail customers with an amazing activation.”

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