As the Global Lead agency for BULLDOG GIN we are tasked with publicising and embedding BULLDOG gin into contemporary culture. An Incredibly successful brand, BULLDOG gin is the fastest growing gin brand in the world and the fourth largest in its category. We encapsulated the values and positioning of the brand as “BULLDOG SPIRIT” – a messaging concept that we also feel is relevant and attractive to the millennial consumer.
We took the key messaging and created campaigns, activations and partnerships in NY, London, Cannes and a recent summer campaign in Ibiza – one of the hardest markets to gain traction in.
Our cultural insight for Ibiza was to not walk the tired old path of paying through the nose to activate with a big name DJ… we instead used our connections on the island to integrate with the fourteen most influential people on the island. Not the people the public see, but the people behind the people, the ones the DJs, the promoters and the celebrities look up to and respect – those with REAL influence on the island.
To do this we reached out to our friends created a book concept we named “ibiza icons”, we interviewed and photographed and videoed the icons and spoke to them about what it really took to become the legends behind the scene that they are today.
These were the owners of the largest clubs, the most successful restaurants, the biggest club nights and the most influential families – but they were not people you would find in a phone book and they only trust those they know well.
They included world renowned DJ Carl Cox (playing in his last year at Space), Andy McKay and Dawn Hindle (founders of Manumission, Ibiza Rocks and current owners of Pikes), Yann Pissenem (founder and artistic director at Ushuaia), Pino Sagliocco (Director of Live Nation in Spain) and celebrity chef Sid Shanti. We then had Spring studios put a book together of our interviews and the result was our first edition of “Ibiza Icons” by BULLDOG GIN.
To give BULLDOG a home on the island we set-up a summer of “BULLDOG BRUNCHES” at Pikes hotel, the most influential and respected hotel on the island – the place where the modern hospitality concept of Ibiza truly kicked off back in the late 70s and 80s.
We launched this with a number of the influencers at a beautiful Villa and brought the worlds press, multiple influencers and talent, we created sizzle reels and a dozen videos that we seeded and hashtags and went around the world.
Amongst the key influencers on the island there is now nearly blanket knowledge and respect for the brand BULLDOG, amongst the club, restaurant and venue owners it is now front of mind and as a result has been included in multiple accounts, has its own branded bars, requested by venues out of genuine interest and respect for the brand.
The social media ran into the millions and the brand was in over 30 titles over August.
*Source: IWSR 2015