The super-premium gin, Brockmans, is to roll-out a significant London Underground advertising campaign showcasing its recently launched positioning: “The Properly Improper Gin”.
The campaign launches now and will run until 11 October across TFL’s central London tube network.
The 16 sheet advertisements will have 250 cross-platform placements across the Jubilee, Piccadilly, Northern, Central, and Bakerloo lines. The brand has selected stations that will capture over 2.6million consumers in areas that will appeal both to commuters and those enjoying London’s nightlife in areas such as Knightsbridge, the West End, Piccadilly Circus, Green Park, Holborn, and Soho, as well as tube stations linking to mainline hubs.
Rob McArdle, Marketing Controller for Brockmans Gin, said: “We were excited about launching our advertising campaign with its banner of The Properly Improper Gin earlier this summer. This has primarily been a social media programme until now. This tube campaign, a first for our brand, is a positive step forward in further enhancing awareness of the popular Brockmans Gin brand”.
The campaign is valued at around £80,000.
Brockmans Gin launched its bold new communications campaign as part of a £3million global marketing spend. The TFL campaign launches just ahead of the brand’s 13th anniversary.
Brockmans offers a distinctively different gin taste experience. exciting the palate by blending with the traditional juniper berries several unconventional botanicals including blueberries, blackberries and subtle citrus and coriander notes. The result is an exquisite, accessible yet complex gin which appeals to new and experienced gin consumers alike.
Rob McArdle added: “Our new positioning, supported by the strapline ‘Dark Berries and Noble Traditions’, underlines the fact that our gin is made by classic means but with a very contemporary and non-conformist twist. The notes of blueberries and blackberries, along with bitter-sweet orange peel and other exquisite botanicals, attracts consumers who are open to something different. They are primarily free-thinkers, non-conformists and, like the gin itself, are those who choose to defy convention. Top bartenders across the world, as well as consumers, love this spirit because of its individuality and versatility in classic or contemporary cocktails”.
Brockmans Gin is listed in top venues and through UK retailers that include ASDA, Booths, Co-Op, M&S, Morrisons, Ocado, Tesco, and Waitrose.
This month, the brand launched its first new packaging format for some time: a miniature (5cl) bottle.