The UK’s no.1 premium gin brand, Whitley Neill, has announced that it will be unveiling a new £1.4m ATL campaign to drive brand awareness in the run up the Christmas.
Since the launch of Whitley Neill Original in 2005, the brand has led the way in flavour innovation, with its portfolio now boasting 12 flavoured variants including Blood Orange, Raspberry and Blackberry, all of which have been inspired by unique flavours from all over the world.
The new campaign focuses on its multi award winning Original Dry gin and best-selling Rhubarb & Ginger gin, highlighting the joy of the ‘perfect serve’, and forms part of a wider campaign to inspire and educate consumers on the best way to enjoy its broad portfolio of flavours.
Kelly Coughlan, International Marketing Manager, Halewood Artisanal Spirits, comments; “Unsurprisingly, we’ve continued to see huge growth with the gin category during lockdown. Flavoured is still responsible for driving the majority of this growth, but non-flavoured is also growing[1]. We very much see this popularity continuing, and despite the challenges of COVID we are investing heavily in the Whitley Neill brand to further widen its appeal to consumers, demonstrate the versatility of the range and generate increased footfall for the trade.
“Therefore, in addition to our print/digital ad campaign, we have also been working on ‘Tastes from Around the World’ – a social media partnership with Michelin starred chef Mark Sargeant , featuring a series of delicious food and gin pairings, as well as providing a range of new assets for our customers to ensure consistent messaging across all channels”.
Assets available for the retailers include a range of posters and POS materials, featuring a host of festive serve suggestions to inspire shoppers, as well as assets for social media channels and digital screens.
The £1.4m campaign is kicking off now and will be running throughout November and December. It includes placements at a number of high impact OOH sites across the country, as well as print ads in key consumer titles both in the UK and USA.
[1] Source: Nielsen ? Total Coverage ? Total Gin? MAT to 13.06.20
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