Edinburgh Gin is committed to the art and science of distilling, and of creating innovative, award-winning gins. Although a small-batch distiller, they produce a dynamic range of gins for every occasion and they reached out to Denvir with the task of developing a mechanic to support the launch of the gin and the gin liqueurs into Tesco and Asda stores across the UK. An on-pack promotion was developed to support the launch but to ensure the strong, premium brand values remained consistent across all branding and messaging.
We took the time to understand the different shopper demographics across both Tesco and ASDA, and what the on-pack promotion should look like to ensure the core values of the brand are consistent. 126,000 competition neck collars were printed and distributed on Original Gin, Rhubarb and Ginger Liqueur and Raspberry Liqueur bottles across the UK.
To support the neck collars, a microsite was built to host the competition. Tesco and ASDA customers purchasing Edinburgh Gin can now go online for a chance to win the prize of a ‘Luxury Edinburgh Gin weekend for two’, or additional prizes including vouchers, personalised gin, and gin hampers.