Plymouth Gin
Spil© repositioned Plymouth Gin for the U.S. market, established a new visual language, and crafted a more engaging tone of voice for digital media.
OUR SERVICES
Brand Positioning
Visual Language & Messaging
Social Media & Content Creation
Customer Journey Programs
POS & Merchandise Design
01
Age is just a number and for Plymouth Gin its 1793. Facing a tyranny of choice and equipped with limited category knowledge, consumers can trust Plymouth Gin’s pedigree of leadership. They’re so old they helped British sailors combat scurvy!
02
Many U.S. consumers do not know enough about Gin to feel confident purchasing it and have had negative experiences with low quality juniper-heavy products.
03
The tyranny of choice in the modern world is anxiety inducing, multi generational, growing and affecting gin. The abundance of brands on the shelf add to the clutter and confusion.
04
The gin category is “jumping the shark.” From different color gins to those with innumerable and needless ingredients, everyone is desperately trying to be the sexiest, coolest, craftiest, quirkiest gin ever made.
BRAND DNA
Old Wise. Est. 1793
Plymouth Gin is confident, simple, and affable. The Plymouth Gin mission is to cut through the clutter promoting intent and clarity with wisdom and humor. Their tone of voice is direct, unpretentious, informative, and witty.
Plymouth Gin is positioned for curious consumers seeking honest brands with greater depth, Plymouth is the brand of gin that sets the precedent for modern varieties providing leadership and expertise within a complex category. Unlike other gin brands that try too hard and are often overly botanical, Plymouth’s citrus flavor notes remain approachable and true to its 1793 recipe.
Social Media Highlights
We are results driven organization that relies on data to measure creative performance. Over six months, Spil© created, distributed, and managed organic and paid social media for Plymouth Gin in the U.S.
6.4%+ — Followers
2.9M — Impressions
21k+ — Engaged Users
500k+ — Reach
22%+ — Fans
4.9M — Impressions
166k — Engagements
68k+ — Reach
Facebook Advertising
1.2M — Reach
2.8% — Results Rate
CPC — $0.79
$13 — CPM Reached
Spil© launched the brand's new positioning and messaging through three customer journey programs
gincompanion.com
A microsite with drink recipes, ebooks, videos, and store locator designed to drive engagement and online sales through various e-tail partners.
Plymouth Gin Drinks Calculator
An SMS-driven calculator for at home party planning that helps users determine which ingredients they need and how much of it they need to plan a cocktail party.
Are You Old or Wise?
An AR-driven trivia game that can be played in bars or at home. Plymouth Gin trivia results and selfies can be shared by players on social media.
Awareness
To raise awareness for each program a mix of social media and out of home tactics were deployed and targeted to win-markets in Miami and Los Angeles.
Education & Engagement
We created a mix of open and gated content to generate engagement and lead generation.
Connection
Programs were promoted in real life environments to win the hearts and minds of consumers while creating moments for trial. Additionally, brand ambassadors were encouraged to participate on social media by documenting current events in their area.
Conversion
Traditional touch points such as bottle neckers, shelf talkers, and coasters featured calls to action and QR codes that drove conversions for each program.
