Artisanal gin brand The Botanist has dropped a teaser for its forthcoming Super Bowl spot. The ad urges consumers to support the ongoing recovery of their favorite bars and restaurants, which are still suffering from the economic impacts of the Covid-19 pandemic.
Rémy Cointreau gin brand The Botanist is kicking off its first-ever ad campaign in a big way: at Super Bowl LVI later this month. The artisanal gin, made by Bruichladdich Distillery on Islay, a small island off the west coast of Scotland, will make its foray with a 30-second spot meant to raise awareness of the trials and tribulations faced by the bar and restaurant industry during the pandemic and support its recovery.
The campaign, entitled ‘The Spirit of Community,’ was created in partnership with Blacksmith & Jones – the film production firm’s founders, Greg Swartz and Trevor Jones, are also behind the 2021 documentary The Water of Life, which traces the evolution of the scotch whisky industry from the 1980s to today.
The Botanist released a short teaser for the forthcoming spot this morning. It depicts a bar opening its doors to visitors once again and includes tight shots of bartenders’ hands crafting Botanist-based cocktails with fresh lemon. “The bars and restaurants we all love still need our help,” reads a text overlay” The full-length ad will air for the first time during the big game on February 13.
“The inspiration behind this spot is really in line with the name of our campaign, ‘The Spirit of Community,’“ says Ian McLernon, president and chief executive at Rémy Cointreau, Americas. “Bruichladdich Distillery… is one of the few distilleries in the world to be B Corp certified. The distillery believes in using business as a force for good, putting people and purpose in line with profit.”
As a part of this philosophy, Rémy Cointreau maintains an ongoing partnership with the Independent Restaurant Coalition (IRC). The Botanist in early 2021 announced a joint program with the IRC called ‘Spring Forward’, designed to support the recovery of the restaurant and bar sector. As part of the initiative, a portion of sales from the brand’s Botanist & Tonic product was donated directly to the IRC.
Plus, last year, Rémy Cointreau’s orange liqueur Cointreau launched its first-ever Super Bowl ad, which took a similar approach to The Botanist’s 2022 ad and also aimed to help accelerate the bounce-back of the bar and restaurant sector.
The Botanist’s new campaign is another extension of the company’s partnership with the IRC. While the industry has made some progress in the wake of the economic devastation it faced during the early days of the pandemic, McLernon argues that “critical support is still needed for the community of independent bars and restaurants across the US now more than ever”. He points to the rise of the Omicron variant, resurgent mandated closures and ingredient and supply cost inflation as ongoing challenges that require support.
The brand believes the Super Bowl provides the ideal platform to convey its call-to-action, due to the wide reach of the event. “We are hoping that this campaign drives mass awareness of the fact that two years into the pandemic, bars and restaurants across the US still need everyone’s help,” McLernon says.
The marketing initiative will include the TV spot as well as placement across social channels. “We are a different kind of brand with a different kind of message than is typical for the big game,” says McLernon. “Our distillery has always led with a focus on community and the idea that we can do things differently. Our hope is that we are able to stand out with a values-led approach and a spotlight on a critical message that touches everyone in the US.”