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Plymouth Gin's first consumer ad goes for "Smoothness
Press campaign aims at 45-plus consumers who enjoy gardening
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| Plymouth Gin looking smooth |
Maxxium UK has this week unveiled a £15m investment in Plymouth Gin that will target gin consumers who enjoy relaxing at home and in the garden.
The investment programme for the premium gin brand will be spread over the next five years and it kicks off with a £2m summer marketing campaign spearheaded by the brand's first-ever UK consumer advertising.
The new look and strategy, launched at this weeks 2006 Hampton Court Palace Flower Show, comprises a UK-wide programme of sampling at garden centres and top gardening shows, backed by the Accidental Gardener James Alexander Sinclair as well as celebrity chefs, the Tanner brothers.
Plymouth Gin will be positioned as the perfect modern classic to enjoy relaxing in and around the home and garden. This departure from the brand's traditional sailing-based strategy follows the launch of a new bottle design in June.
Men and women aged 45-plus, who love to relax in and around the home and have a keen interest in their gardens, will be targeted by Plymouth Gin.
For the first time ever in the UK, a Plymouth Gin consumer advertising campaign will be launched in August. The press, outdoor and on-line advertisements focus on the smoothness of Plymouth Gin.
As well as sampling from Plymouth Gin's unique Gin Palace at Hampton Court Palace Flower Show, BBC Gardener's World Live, Grand Designs Live and the National Amateur Gardening Show in Bath, the brand will also undertake a tour of Wyevale Garden Centres throughout the summer months.
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