Opihr is targeting consumption occasions for gin over the UK summer through an out-of-home marketing push – its first – in the country’s capital as well as an on-pack competition nationwide.
Brand owner Quintessential Brands Group has launched ‘Let the Taste Take You There’, centring around ads for the spiced gin on the London Underground. As well as posters and digital media at “major travel hubs” on the network, Quintessential is also running a QR code-led consumer competition with a safari for two, worth GBP18,000 [US$22,500] as the prize.
While financial specifics were not disclosed, the activity represents a “significant brand investment”, according to the company.
Earlier this year, Quintessential secured a partnership with Global Drinks in Hong Kong to take on distribution across Asia’s global travel retail channel. The UK-based group also owns the Greenall’s gin alongside a trio of Irish whiskies and the Alizé liqueur brand.
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