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...