Creating standout in a super-competitive category

Challenge

Gin continues to grow in popularity, but BLOOM was finding it difficult to have a voice in the flavour category, especially amongst the noise of the competition. There is a general awareness of the brand among gin consumers but its range of fruit and floral gin flavours were unclear.

We were tasked with helping BLOOM increase its market share and compete in the flavoured gin category.

Strategy

The UK has seen a ‘ginaissance’ in recent years, with more bottles of gin being sold than ever before. It has now overtaken whisky in popularity to become the country’s favourite spirit.

BLOOM is the only gin brand that focuses purely on the female market and it has aspirations to become a top 5 premium gin globally. But with more and more brands hitting the shelves, it needed greater standout.

We understood that customers were interested in new gins, we just needed to effectively showcase the brand’s wonderful flavours and empower consumers to ‘Live Full Bloom’. They needed to feel confident trying a gin that is a more delicate combination of fruit and floral flavours.

Solution

We created a campaign that really celebrated the BLOOM botanicals. Rich, vibrant print executions, POS and animations showing the aromatic ingredients, including rose and passionfruit. We also used punchy, vibrant language to convey BLOOM as a contemporary, desirable and flavoursome gin.

Combining its brand tones with a richer colour palette, we achieved a stylish, feminine look that was modern, bold and arresting for the 25-45 female market.