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: Sipsmith Brand owner: Suntory Entrant company: Ogilvy, London Media: Zenith, London Market: Europe Sector: Spirts & liquors Media channels: Cinema, Social media, Television, Video on demand Budget: 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.

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