Hayman’s Gin takes on the industry’s giants in first OOH campaign
The London-based, family-run gin distiller has launched an extensive campaign on the city’s Underground telling people it's not ‘any old Tom, Gordon’s or Hendrick’s.’
Hayman’s gin is based on a 160-year-old family recipe / Otherway
‘The Original Gin’ campaign for Hayman's positions the brand’s gin as a cut above the rest, made using the family’s 160-year-old recipe.
Unlike other gin brands, Hayman’s is still 100% independently owned and made using only the finest botanicals and a traditional two-day process. Following the original recipe, Hayman’s London Dry Gin is made in the heart of London and sold in more than 70 countries around the world.
James Hayman, co-owner and fifth-generation family member of Hayman’s, says “the campaign simply communicates our unique story and role in the history of London gin.”
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Ad agency Otherway developed the work. Founder Jono Holt said: “It’s nice to write some proper adverts for a proper gin. Hayman’s have a rich and long history and we felt such a quality product deserved some quality advertising. We wanted to re-capture the timeless magic of traditional alcohol advertising where intellect and wit ruled supreme. When posters were truly valued for both their copywriting and art direction”.
Supported by tactical roadside posters, print media, digital and social media ads, from May 2023, the hope is to roll the campaign out internationally soon.