Creating a number one brand.
To make Whitley Neill the No. 1 premium gin in the UK.
To challenge category conventions and cut through high spending competitors. We used iconic outdoor sites to create standout and impact. Key hotspots were identified by using sales data, search and audience profiling and we then pinpointed the most impactful formats. We used live search data to identify trends and alter the creative and flavour focus depending on insights by area. This was supported by a year-long taxi campaign on core routes and to support trade events and sales meetings.
£71.3 million worth of sales equated to a 309% increase year on year. Whitley Neill was the fastest growing spirit brand in % terms in 2021 and became the UK's No. 1 premium gin brand!