Edinburgh Gin appoints PHD Manchester to lead media strategy

Edinburgh Gin aims to connect with modern gin drinkers with its summer campaign.

Ian Macleod Distillers has appointed Omnicom Media Group’s PHD Manchester to oversee media strategy and buying for Edinburgh Gin’s Summer 2018 campaign.

PHD Manchester will work closely with outdoor specialist Talon to tap into the mindset of premium drink consumers, delivering contextually relevant ads to connect with Summer gin enthusiasts across outdoor and social.

“PHD Manchester demonstrated a clear understanding of our audience and an innovative approach to connecting with modern gin drinkers,” said Neil Mowat, marketing director at Ian Macleod Distillers. “This is an impactful campaign that really captures the playfulness that sits at the heart of our brand.”

Rob Nicol, managing partner at PHD Manchester, said: “We’re very proud to be working with Ian Macleod Distillers and its creative partners to drive growth of the Edinburgh Gin brand. The use of contextually relevant messaging can improve awareness of an ad by up to 30%, creating significant opportunities to amplify the effectiveness of the campaign creative.”

The national campaign, designed by Edinburgh-based creative agency Punk, will launch on digital outdoor and Instagram in mid-June, appearing across contextually relevant times and outdoor environments until the end of August.

Paul Mason, creative director at Punk, said: “Gin’s huge at the moment - people are clearly having a great time drinking and experimenting with it, yet much of the current category advertising lacks any sense of fun or personality. This campaign redresses that balance. It stakes Edinburgh Gin’s claim as the sophisticated, playful gin of choice.”

Edinburgh Gin joins several brands in PHD Manchester’s growing food and beverage division, including Irn-Bru, Strathmore, Rubicon, Rockstar, Skippy and Spam.

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