Brief 03 | YCN | Research 01

Gin Campaigns UK

Gordons 

"Gordon's® London Dry gin is carefully distilled using a secret recipe. The distinctively refreshing taste comes from the finest handpicked juniper berries and a selection of other botanicals. It's the taste that's made Gordon's the world's best-selling London Dry gin."

intended audience? - mature drink, both male and female, older age group (40+)

This advert was used across billboards and magazine spreads over the summer. The use of colour suggest summertime but also a fresh and tasty gin. The layout is very minimal and therefore creates a clean looking ad. The bottle looks so perfect suggesting that the gin is, which will appeal to a audience. The G in the advert is made up of elderflower and strawberries which relates to the pre made cocktail next to the bottle. Overall the advert persuades people to buy the gin through the use of summertime colour and presents the gin is such a sophisticated way as well as using elements of food to suggest its 'tasty'.

This advert was used through christmas, the play on words suggests the 12 days of christmas. The gin is surrounded by mistletoe, and the colours used are green, red and orange but light pastel colours instead of the bold xmas colours which doesn't look as heavy, indicating a refreshing taste when drinking Gordon's gin. The calligraphy on the poster is a christmas style, it looks warming and a type you would relate to greeting cards.  

Hendricks

"Hendrick’s wondrous botanical signature consists of flowers, roots, fruits, and seeds from the world over. They function to complement and set the stage for our delicious duet of infusions: rose petal and cucumber."

intended audience? - 'trendy' looking gin through the use of material and branding, both male and female, higher end drink, people with money 25 - 50 years?

Hendricks gin is advertised very well. The use of victorian characters throughout the branding begins to tell a story from years and gives the gin interesting characteristics. This is one of their adverts from 2013, the serif font gives a traditional look to match the sophisticated gin, the illustrations are used throughout their branding and gives a British Gothic look. The gin is placed central and it looks important and a high end drink. This will help appeal to intended markets.  

This advertisement has been used over a magazine spread. Again the illustrations relate to a time when Britain was a victorian gothic style, the type uses a serif font and therefore relates to the traditional gin. The cocktails demonstrated on the right page also use illustration this helps the branding of Hendricks run in uniform. The overall look is unusual and unique which is what Hendricks is all about.  

Bombay Saphire 

"We are passionate about producing the finest gin possible; which is why the creation of Bombay Sapphire is truly unique. Whilst ordinary gins boil their botanicals directly in the spirit to achieve their flavour, the taste of Bombay Sapphire is created through the Vapour Infusion process."

intended audience? - a mature audience, higher end, people with money, both male and female, sophisticated person. 

These two adverts from Bombay Sapphire are part of a campaign that is about tastes of the world. The blue relates to the word Sapphire which is also on the designs of the bottle making the ad recognisable to intended audiences. These use image instead of items or icons of the country, this helps to create a more sophisticated look and traditional things from specific countries. 

All 3 gins analysed are each distilled in the UK however there branding through advertisements and campaigns are each very different to each other and therefore unique. A factor they all have in common is using the gin bottles in the heart of the ads, this makes it easier for the audience to recognise when buying the gin from stores. The layouts of these campaigns are each very different, for example Gordon's uses a very clean and minimal layout, Hendricks uses a illustrative gothic style where as Bombay is more of a sophisticated design. This could be because of the different ages and backgrounds of people which they are appealing to.