OPIHR Spiced London Dry Gin, the UK’s leading spiced gin brand, has launched a five-episode digital series this month following its sponsorship of The Last Overland, the recreation of the historic First Overland expedition in 1955. The OPIHR series is streaming now on OPIHR.com and YouTube.
In support of the series, OPIHR is taking a multi-media approach over the coming months reaching more than 1.4 million consumers with investment in TV, in-store, online and digital channels including YouTube, Instagram and Facebook.
In-store from early November, OPIHR is being showcased in more than 200 Sainsbury’s superstores across the UK with a special promotion where consumers will receive a free OPIHR globe glass with every bottle purchased. The three variants available are OPIHR Spiced London Dry Gin, OPIHR Black Lemon Gin featuring spices such as timut peppers, and OPIHR Aromatic Bitters European Edition featuring spices including cascarilla bark and fragrant myrrh.
In 2019, OPIHR joined British filmmaker, author, presenter and explorer Alex Bescoby, who set out to recreate the 1955 record-breaking drive from London to Singapore in the same, now restored, Land Rover originally driven by Tim Slessor. Over the 111-day trip, there were stops along the Ancient Spice Route where OPIHR revisited key locations including Myanmar (Burma), Azerbaijan and Bulgaria that have inspired the spices used in creating the gin.
The brand is also investing in a social media campaign on Instagram @opihrgin teasing highlights from episodes alongside signature cocktails for each of the brand’s Regional Editions —European Edition – Aromatic Bitters, Arabian Edition – Black Lemon and Far East Edition – Szechuan Pepper.
OPIHR is appearing in its first ever on demand advert (VOD), supporting The Last Overland series, now streaming on All 4 — the UK’s biggest streaming service. The OPIHR VOD will also feature across other top-rated ABC1 shows streaming on All 4 across a four-week period.
Charly Smith, Global Brand Manager for OPIHR Spiced London Dry Gin, Quintessential Brands, says: “This is such an exciting project to have been a part of and to be able to see all the hard work and dedication it took to make this journey now come to life almost three years later is incredible. We were able to visit key cities along the Ancient Spice Route and capture the true essence of our brand. With this series, we can share with consumers inspiring off-the-beaten-track travel and discovery, so they can understand what OPIHR is and how it can be enjoyed.
“We like to say, ‘Let the taste take you there,’ and now consumers can sit down with their preferred OPIHR serve whilst discovering the places from which the spices of the gin originate. This is a truly special project and opportunity for us to not only help our consumers connect with our brand, but also support our retail partners with an engaging project that is so unique to OPIHR.”
Comments are closed.