Award-winning OPIHR Spiced London Dry Gin has launched an above the line campaign, ‘Let the Taste Take You There’ this week with an investment in out-of-home advertising — a first for the brand — in time for summer when consumers are set to travel.
‘Let the Taste Take You There’ is taking over the London underground for several weeks with big, bold, colourful ads, transporting consumers from their daily commute to faraway places. Set to reach 6.8M consumers, the campaign is designed to highlight the 10 unique botanicals that make up the gin and inspire discovery through flavour with captivating key visuals nodding to OPIHR’s Spice Route origins.
Ads are being strategically placed on carriages across all tube lines, tunnels and digital displays across London underground stations including those that lead to major travel hubs, such as King’s Cross and London Victoria.
This significant brand investment is being supported by print media and digital ads, as well as a strategic partnership with pioneers of luxury travel, Abercrombie & Kent, offering consumers the chance to win a once-in-a-lifetime safari for two worth £18,000.
The consumer competition is being activated next month across the off-trade in grocery, wholesale and convenience channels where 70cl bottles of OPIHR Spiced London Dry Gin will have a neck hanger with QR code taking consumers to a dedicated webpage to enter. The competition is being supported with
stand-out point of sale that will mirror the campaign creative.
The ‘Let the Taste Take You There’ campaign is also being brought to life in the on-trade later this summer.
Charly Smith, Global Brand Manager for OPIHR Spiced London Dry Gin, Quintessential Brands, says: “We wanted to capture commuters at the time of year when seeking out new adventures is at the forefront of their minds. We are passionate about exploration, discovery and trying new things, which is something we know we share with our consumers. With the competition, we can make someone’s travel bucket list a reality while supporting our retail customers with an amazing activation.”
For more information, please contact the communications team at Quintessential Brands by e-mailing [email protected]
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ABOUT ABERCROMBIE & KENT
Abercrombie & Kent was founded in Kenya 60 years ago and now operates around the globe in more than one hundred countries on all seven continents. Pioneering the art of luxury travel, A&K creates tailor-made holidays that are as individual as the person it is created for. Whether you journey to Japan or cruise to Antarctica, well-connected experts will enrich your adventures by curating once-in-a-lifetime experiences. Award-winning for not only bespoke luxury holidays and unparalleled escorted tours, but also for philanthropic efforts to protect and preserve the places guests visit. The Sanctuary Retreats portfolio of 14 luxury safari camps in Africa and five river cruise boats in Egypt and Myanmar bring the boutique experience to guests with the added promise of authenticity. Located in some of the most stunning locations in the world, each property is completely individual in its design.
The world’s favourite premium spiced gin, OPIHR promises to take drinkers on a journey of discovery along the ancient spice route, from which it was inspired. A London Dry Gin infused with exotic hand-picked botanicals, including Moroccan coriander seeds and Indian Tellicherry black pepper, OPIHR is a unique and flavoursome gin which truly evokes the intensity of the spice route.
From the moment you open a bottle you’re invited in with the sweet fragrance of Indian cardamom, followed by the subtle lingering of Tellicherry pepper on the tongue, balanced beautifully for a fresh clean finish by the sweet citrus of Turkish grapefruit and Spanish orange peel – and all other botanicals in between.
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For more information, please contact the communications team at Quintessential Brands by e-mail: [email protected]
ABOUT QUINTESSENTIAL BRANDS GROUP
Quintessential Brands is an award-winning international spirits company, dedicated to distilling and crafting the world’s best alcohol brands for consumers and customers globally. Pioneering spirits of the industry, inspired since 1761 by their founder, Thomas Dakin, Quintessential Brands Group delivers a diverse portfolio of award-winning, best-selling spirits with unrivalled heritage and craftsmanship.
Founded in 2011 by Enzo Visone, former CEO of Gruppo Campari, and entrepreneur, Warren Scott, Quintessential Brands Group owns world-class manufacturing facilities across Europe, including G&J Distillers, the world’s oldest continuous gin distillers, in Cheshire, UK; L&L in France, a leading manufacturer of fruit spirits and liqueurs; Irish Cream artisan producers, First Ireland Spirits; and the Dublin Liberties Distillery, which opened in 2019. Renowned for its white spirits expertise at G&J Distillers, Quintessential Brands has won International Spirit Challenge Gin Producer of the Year three times and is fast winning a reputation as one of the most exciting new Irish whiskey producers to emerge on the scene.
Quintessential Brands’ award-winning premium brands portfolio includes Greenall’s The Original Handcrafted Gin, BLOOM London Dry Gin, Thomas Dakin Small Batch Gin, Berkeley Square London Dry Gin, and Opihr Gin. Its Irish brands include The Dubliner Irish Whiskey, The Dublin Liberties Irish Whiskey, The Dead Rabbit Irish Whiskey, Feeney’s Irish Cream Liqueur and O’Mara’s Irish Country Cream. iqueurs in the portfolio include Alizé and Toussaint Coffee Rum Liqueur. The company is also a leader in contract bottling and own label & private label spirits, working with retail partners across the world to provide spirits solutions of unrivalled quality.