BERKELEY SQUARE GIN - INTEGRATED POSITIONING
Berkeley Square is an ultra premium gin product. I created a creative positioning in the retail markets with ‘The Single Malt of Gin’. It created a story that underlined the quality and connoisseurship of the brand by using language and imagery commonly associated with premium whiskies. The creative execution placed the product in a classic yet contemporary London members club setting that could become a creative platform for in-store theatre and pop-up bars. Consumers could enter a social campaign competition to win a exclusive 'Gentlemans Club Experience' and prizes. A bespoke limited edition gift box was also created exclusively for travel retail.