Greenalls Gin
The Brief
Greenall’s Gin is a brand that prides itself on its nationality. The aim is to link the brand to iconic memories from the nations past. A household gin to be celebrated by the nation.
The content must be commemorative and highlight the greatness of the Great British culture, Greenall's could not be prouder of their British roots.
Gin is the fastest growing spirit category in the world, Greenall’s want to capitalise on this by capturing a whole new customer base.
To do this they need to push the issue on all mediums (e.g. TV, Social)
The Solution
"For Lovers of Britain", "For Lovers of Original" these lines symbolise the brand values and describes the audience that Greenall's are targeting. The moving image storyboard will capture the meaning behind these lines and hit home and be relatable to target audience.
The Concept
We chose quintessential British moments that have lasted through time and are still relevant today. Produce a piece of creative that brings this to life in a contemporary way and has Greenall’s at its heart.
We used the Hovis ‘History Of Britain’ advert as a jumping off point for inspiration.
We want to show some of the greatest moments in our nations history, we want to inspire patriotism to then be linked with our brand.
The subconscious connection between patriotism and the brand will help sell bottles when the consumer feels proud.
Distribution
The headline content will be the TV spot, we have created many different variations to be tailored to the demographic, time, event, etc.
Some examples are sport in the 80’s and 90’s, music in the 60’s and 70’s, as well as the leading all rounder.
Creating so many different variations allows us to avoid alienating any of the many sub-demographics.
When advertising to millennials there are lots of different factors that can affect their decision to adopt a new brand.
Linking the brand to their favourite interests will help inspire the consumer.
All of the TV spots will be pushed on social media via sponsored posts.
Using these means we push engagement and awareness amongst the target audience.
The constant exposure on timelines and possible retweets/shares will create the feeling of a trend around the brand.
Once the trend takes off it becomes about locking down brand loyalty amongst the audience, this will be expanded upon further into the second stage of the campaign.
Storyboard
Below are storyboards to show examples of what our TV spots would run like. Given the opportunity we could run a whole series of TV ads. Extended minute long maybe more would feature some of the many great moments from British history.
The shorter versions could be more tailored. For example, a random selection of the biggest moments, or more genre curated. Ones showing during sporting events can focus on sporting events, the same with a music themed ad running in-between music shows.
