Silent Pool: Gin refreshed

THE NEED FOR CHANGE

With over 170 independent gin distillers in the UK alone; there are so many stories about crafting and botanicals that to a discerning consumer they lack differentiation.

THE NEW RULES

Combine the provenance of a craft gin with the branding appeal of super-premium spirit.

Working with leading underwater photographer, Zena Holloway, Arthur created a haunting campaign that promises an escape to the Silent Pool, an aspirational and magical place free from the banalities of everyday life.

THE RESULTS

The focus on creating a highly differentiated ‘luxury brand’ resulted in a clear uplift in sales and, significantly, created a platform that helped the brand secure highly lucrative international distribution.