There are no specific guidelines around branded content and entertainment in the UK. However, branded content is expected to follow the legislation or code of conduct for the relevant media channel or category of goods. For example broadcast material would be expected to adhere to the Ofcom Broadcasting Code, video games should adhere to the Video Standards Council Code of Practice and so on. These tend to cover regulations around taste, decency and privacy etc.

At a category level, for example alcohol, must follow the code of practice laid down by the Portman Group which suggests that a drink, its packaging or any promotional activity should not, among others, appeal to children, feature anyone under the age of 25, should not promote excessive consumption of alcohol, or suggest that it has any transformative effects. Nor can it convey sexual or social success, or physical or mental prowess etc.

Beyond these specific codes there is relative freedom for branded entertainment in the UK

Working with different product ideas we developed these into positioning concepts for research.

From research the revised concept talked of gin crafted as it was originally intended; small batch, artisanal, based on the original James Burrough recipe, distilled in his original copper still and rested in oak casks.

We then developed the name and packaging design, which is a metaphor for the gin’s unique production. The design references the copper still, oak barrels and hand-crafted way in which it is made. The overall impression is distinctive; balancing the gravitas and craft cues of dark spirits with the freshness of gin.

Burrough’s Reserve was rolled out to select markets from summer 2013 and was very well received, gaining PR coverage for its innovative approach to the ultra-premium sector. Commercially, it is still a little early to judge its success. However, qualitative research during the design process suggested that the design fully achieves its objectives of embodying heritage, craftsmanship and luxury. It showed that the design was sophisticated, unique, creative and was unambiguously perceived as a premium spirit. It drove a sense of interest and discovery, and importantly was felt to balance tradition, (opulence, crafting) and modernity (bold design, uniqueness).