Marketing

Spanish Gin, Daily Paper & A Little Of What Moves You

Whether you want to dance, express your creativity, or just do a little home entertaining, these are the best of this months alcohol marketing campaigns.

Spanish Gin, Daily Paper & A Little Of What Moves You By: Tiff Christie|July 3,2019

This month, William Grant & Sons launch Verano Gin, Havana Club makes a documentary on their collaboration with street fashion brand Daily Paper, Smirnoff welcome you home for Pride and Bacardi Pass The Beat with Major Lazer.

Verano Gin

William Grant & Sons have recently launched a new gin called Verano and an equally summery marketing campaign to go with it.

Playing on the brands Spanish influence the campaign is all about highlighting the ‘fun-loving energy’ of the brand, while still positioning it as a ‘premium yet accessible gin.’

Kayleigh Johnson, Verano distiller at William Grant & Sons, said: “We’re on a mission to transform the gin category by appealing to people who are either gin dabblers or who have never tried the spirit before. The idea of having a gin and tonic is so rigid, but we’re breaking this mould by making Verano perfect for sharing on any occasion.”

The two videos show just how easy it is to use either of the two variants: Verano Watermelon and Verano Lemon, for backyard get-togethers and picnics.

Havana Club x Daily Paper

Rum brand Havana Club has been working in collaboration with Amsterdam- based streetwear fashion house Daily Paper since the beginning of the year to launch a limited edition streetwear collection and exclusive competition for young creatives.

The Creative Workhouse competition “was conceived through a collective desire to champion and nurture young creatives”.

The academy linked each talent with a Cuban artist to experience “full cultural immersion” while creating the Havana Club x Daily Paper campaign.

Four winners were selected, and the film followed three: Shaka Lion from Lisbon, who created the soundtrack; Rosemary Pitts from London, who created apparel pieces inspired by Cuba; and Marie-Louise Hodge from Amsterdam, who shot the campaign.

Smirnoff – Welcome Home

Smirnoff is rolling out the welcome mat for the millions of LGBTQ+ community members and allies travelling to New York for World Pride celebrations with its ‘Welcome Home’ campaign. The campaign, starring Orange Is The New Black actress and LGBTQ+ advocate, Laverne Cox, continues the brand’s decades-long support as an ally in the ongoing fight for equality.

Joining Cox in the campaign are Alyssa Edwards, star of Dancing Queen and RuPaul’s Drag Race, and Queer Eye television personality, hairdresser and web series star, Jonathan Van Ness. Elements of the campaign include a House of Pride with Van Ness, an Insta-worthy pop-up experience for media, influencers and consumers in downtown Manhattan filled with fun, global-themed Pride cocktails

This year, New York is hosting the largest global Pride celebration, spanning all of June and marking the 50th anniversary of the Stonewall Uprising. Smirnoff, which is made in America but enjoyed in over 130 countries globally, will welcome love in all its forms home to New York through the ‘Welcome Home’ campaign. It will strive to honour and celebrate the strides made towards LGBTQIA+ liberation over the last five decades, as well as those still to come.

Bacardi x Major Lazer

Major Lazer, who has been working in collaboration with Bacardi, has released a new track entitled Make it Hot. 

The track, which features Brazilian singer Anitta, has been released as part of the brand’s Do What Moves You campaign.

The Pass The Beat TV spot features Major Lazer and Anitta “passing energy from one to another”.

The official video already has nearly 3.5 million views on YouTube for the techno, reggae hip-hop track.

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Spanish Gin, Daily Paper & A Little Of What Moves You

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