Whatever the Day, Greenall’s Good

Greenall’s launches new campaign in a bid to become the gin for all occasions

by Claire Ashdown | Work | 11 August 2021

Greenall’s, The Original London Dry Gin since 1761, has taken a fresh new approach in its latest advertising campaign in a bid to make Greenall’s the no.2 branded mainstream gin in the UK.

The first step in their journey was to redefine the consumer message to ‘Greenall’s Good’, which moves the brand into a space of humour and being known as the gin for all occasions, for all people.

As Greenall’s lead creative agency, we have now launched their latest campaign ‘Whatever the Day, Greenall’s Good’ across OOH, Online Display, Social and Print, to bring the brand to life in stores and bars across the UK.

Using a classic tick box mechanic, the creative execution of the campaign highlights that if something isn’t quite going right, it’s always better to look on the bright side.

We wanted to bring the brand personality to life so that consumers could connect more with the brand. By creating an illustrative style, we were able to bring more personality to this iconic, longstanding brand and highlight those classic everyday moments in a humorous and relatable way.

Whilst other brands in this category are focussed predominantly on product shots, we wanted to help Greenall’s leverage their new lifestyle positioning and down to earth tone of voice to land a different message with the consumer and put a smile on their face.

We’ve had a lot of fun bringing some personality to this much-loved Gin brand and the new consumer message, ‘Greenall’s Good’, gave us lots of scope in terms of the creative expression to create a campaign with a real point of difference compared to other mainstream gin brands.’

Craig Roderick, Creative Director, Catch A Fire

‘We’re so excited with the campaign, it’s great to see the brand’s playfulness and humour come to life in the creative. The executions in print are great and even better in our digital formats which have be brought to life through animation. We can’t wait to see the results.’

Russell Kirkham, Customer Marketing Director UK & EMEA, at Greenall’s brand owner, Quintessential Brands

Greenall’s, which celebrates its 260th anniversary this year, is produced at G&J Distillers in Warrington, the oldest continuous distillers in the country. Owned by international spirits company, Quintessential Brands, the expertise of the team at G&J Distillers has resulted in the company being awarded the International Spirits Challenge Gin Producer of the Year five times in the last seven years.