Sipsmith: Scaling up and sustaining it

British craft gin Sipsmith invested in a distinctive mass-media campaign to reverse declining sales, grow share and attract new drinkers.

Campaign details

Brand: SipsmithBrand owner: SuntoryEntrant company: Ogilvy, LondonMedia: Zenith, LondonMarket: EuropeSector: Spirts & liquorsMedia channels: Cinema, Social media, Television, Video on demandBudget: 3 - 5 million

Executive summary

Sipsmith needed to graduate from being just another craft gin to a leading brand of preference, without losing its integrity. After all, Sipsmith does things the proper way, not the easy way.

This truth was the key to its success. The behavioural science principle of 'costly signalling' suggested that fanning its peacock (or swan) feathers of...

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