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VILLAGE VOICE

Whitley Neill Gin’s run up to Christmas

2020 has been a challenging and extraordinary year for marketers and brands alike – which does not need any further explanation – but 2020 has also been a year of success stories. Whitley Neill Gin, the UK’s number one premium Gin, is one of them.

In the beginning of 2020, Whitley Neill started off strong releasing and promoting their limited Gooseberry gin variant and ended the year even stronger with a massive multinational ATL campaign across OOH and press in the UK & USA. The campaign had a marketing spend value of £1.685 million! On top of that, Whitley Neill partnered with London creative agency Red Brick Road producing a brand-new creative for this campaign which resulted in creating an even bigger buzz!

Whilst a POS campaign across the UK uplifted sales in the run up to Christmas across major supermarket brands, a large roadside campaign utilising Ocean Outdoor’s premium digital sites helped further establish the UK’s no.1 Gin brand. Both campaigns achieved impressive delivery figures – generating 56,309,390 impacts across a four-week period!

The US audience got introduced to the Whitley Neill brand – its original & Rhubarb & Ginger variant – through billboards lining busy Interstates & Highways in Chicago, Miami & New York City where Whitley Neill is stocked in selected stores across the cities. The campaign was live across Thanksgiving & Christmas – the two major US holidays in Q4! Additionally, The Chicago Tribune readers were able to see the brand in both print& digital taking up premium formats such as front page strips & Homepage Takeovers.

The UK audience was not forgotten, an array of press insertions across glossy premium titles such as GQ, Vanity Fair or Harper’s Bazaar, alongside weeklies and newspaper supplements continued to drive awareness of the brand in the home market. Relevant placements in glossy foodie magazines extended the campaign for the core audience who we know constantly engage with this inspiring content.

ATL efforts were, of course, supported by a large digital campaign reaching our consumers at multiple touch points throughout their day, both in their homes & on the move. 2020 finished for Whitley Neill with a Classic FM Smooth Classic sponsorship covering Christmas & New Year – the on-air campaign exceeded benchmarks with over 26,294,000 impressions, an OTH of 5.6 & 10,539 competition entries.

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