Full Strength Flavours

After the success of their London Dry campaign, Edinburgh Gin returned with their biggest paid media campaign in years.

This time, shining a spotlight on their core Full Strength Flavours range. With a bold new creative direction, they needed an equally ambitious media strategy to match.

Our task: deliver standout reach across Edinburgh and Glasgow, targeting high-value Creative Explorers, people who seek out the new and the different, and aren’t easily impressed.

Creative Explorers are a prized and highly contested audience. They’re driven by originality, optimism and a hunger for experiences, making them trendsetters across categories. But their standards are high: they expect brands to be culturally relevant, visually bold and sharply targeted.

That meant a strategy with no weak links. We needed to cut through noise, build brand fame, and do it all with maximum efficiency.

We also had to ensure the campaign worked across multiple touchpoints from large-scale Out-of-Home to digital environments like YouTube, Meta and Pinterest.

We built a dual-channel strategy across premium Out-of-Home and digital media, each working together to maximise reach, frequency and salience.

For OOH, we went fully digital for creative flexibility and deployed full-motion ads across high-impact, high-footfall locations. We placed this strategically near key trade outlets and timed to capture moments of maximum attention. Every element was optimised to align with Edinburgh Gin’s distribution footprint and audience data.

On digital, we layered interest and contextual targeting across Meta, YouTube, Pinterest and display, ensuring we reached Creative Explorers when they were actively engaging with arts, food, drink and lifestyle content.