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Plymouth Gin targets gardeners at Hampton Court
Maxxium UK will invest £15m over the next five years as part of a new UK brand strategy for its premium gin, Plymouth. The campaign, aimed at consumers who enjoy entertaining in their homes and gardens, was launched at the Hampton Court Palace Flower Show, where the firm had its own garden (complete with Plymouth gin botanicals) designed by Matt Cox.
The £2m summer marketing campaign is based on a sampling programme, which will take place at gardening shows and garden centres across the UK reaching over 400,000 consumers.
Plymouth, which claims to have a 3% share of the total gin market and an annual growth rate of 4%, is looking to become the next global premium gin. The brand is currently number two after Bombay Sapphire. Sophie Rietz-Elvefors, global brand director for the gin, said, "This is a challenge as Plymouth gin is a small brand today but premium gin is a growth category. An estimated 8.2m people drink gin in the UK: 61% are over the age of 45, while 88% prefer to drink it at home. We are therefore targeting male and female AB consumers who are 45 years old or over. Gardening is the most popular leisure pursuit within this demographic, which holds approximately 80% of the UK’s wealth." In the short-term, Plymouth gin aims to sell 500,000 cases globally and hopes to bring this number up to 1m cases in the long-term. The firm sold 80,000 cases in the last financial year.
The programme will be supplemented by a number of PR initiatives such as money-off coupons and other promotional pricing activities. The firm is also encouraging consumers to grow their own garnishes to serve with their gin and tonics and has redesigned the Plymouth gin bottle in an Art Deco style to reflect the gin’s position as a "modern classic".
The brand will launch its first ever consumer advertising campaign next month. The advertising campaign, which will include press, outdoor and on-line advertisements, will focus on the gin’s smooth properties by contrasting them with crabs, crocodiles, porcupines, sharks and Venus fly traps.
© db 12th July 2006