Cannes Lions

PLYMOUTH GIN

DESIGN BRIDGE, London / CHIVAS BROTHERS / 2012

Awards:

1 Shortlisted Cannes Lions
Presentation Image

Overview

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Credits

Overview

Description

As a protected blend that can only be made within Plymouth's city walls, and one of the UK’s oldest spirits, Plymouth Gin has a unique heritage. The brand was established in 1793 on the site of a medieval monastery that had sheltered the Founding Fathers for their last night in England before they set sail on the Mayflower. To this day the gin is made in small batches in the original copper still. Chivas Brothers, the Scotch whisky and premium gin division of Pernod Ricard, felt that Plymouth Gin’s unique provenance was undervalued on the bottle. We were was asked to restore Plymouth Gin’s rich heritage and express the brand’s credentials.

Execution

Exploring the archives, we discovered authentic details that inspired our creative idea ‘looking back to move forward.’We reinstated the Mayflower as the Plymouth label's hero. From the copper gilding, linking to the original 1793 copper still, to the ghostly Black Friar symbolising the distillery’s original tenants, we reunited key elements of Plymouth Gin’s heritage. The craftsmanship of the new bottle story tells a unique history and returns Plymouth Gin to the look with which it was made famous as the spirit of 18th century explores and navy seamen.

Outcome

Since launching in Spain in October 2011, and in global markets from 2012, the new design has achieved:•Increased market share - adding France as a new market, and building share in Spain•Doubled sales volumes in Spain - the world’s largest premium gin market•Stronger positioning as a premium brand•Increased exposure and brand awareness via endorsements in the trade and media

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