Edinburgh Gin is rolling out its biggest ever brand campaign, ‘Filled with Wonder’, which celebrates “discovery” and the “wonders” worked by the brand with natural flavours.
The new campaign features a “dream-like” TV advert, which made its debut exclusively on Channel 4. Set to Frankie Valli’s song The Night, it leads the viewer through changing perspectives, representing the imagination that lies behind Edinburgh Gin’s craft.
Opening on a blossoming flower bed, the scene transforms into an urban party surrounded by a forest of rhubarb, then shifts to Edinburgh’s skyline before emerging from a Rhubarb & Ginger Gin and Tonic.
Projected against The Dome bar in the heart of Scotland’s capital, the advert premiered on the streets of its namesake city on 3 December ahead of being shown more widely.
Edinburgh Gin is also launching an out-of-home execution, adapted from the central creative, while PR, social and events will kick in throughout 2020 as part of the multi-million-pound campaign.
Neil Mowat, UK marketing director of Ian Macleod Distillers, which owns Edinburgh Gin, said: “We work wonders with our gin. We know how to make it brilliantly, no shortcuts, no exceptions.
“That means not only taking great care in what we do but also great joy too. So, beyond the very best distillation, we always add creativity and original thinking to the mix. Inventiveness is essential to Edinburgh Gin, and that’s the story our new campaign sets out to tell.
He added: “We have always led the way as a brand, pioneering both flavour and choice – a precedent we’re committed to continuing.
“It’s an exciting time in the category and this substantial investment in our marketing signposts a wonder-filled year to come for Edinburgh Gin.
“We plan on bringing the concept to life even further in the coming months, introducing moments of wonder to excite drinkers, from special events, to new partnerships.”