OUGD503 - Responsive - YCN: Greenall's Gin - Brief Information

The Brief 

To choose a quintessential British moment that has lasted through time and is still relevant today, and bring this to life in a contemporary way through a piece of creative that has Greenall’s at its heart.

Any of Greenall’s products can be at the centre of designs, though certain products will suit certain occasions better. 

The creative could be applied across any channel. It may feature on a piece of limited edition marketing collateral or it might be shared as part of a Facebook strategy to recruit new consumers into Greenall’s or engage with existing fans. Alternatively it may constitute a poster campaign. 

Greenall’s are also open to any medium — from print to photography, video, graphic design, 

animation, illustration etc.

Target Audience

Greenall’s would like to target millennials who are looking for authentic, British brands with real heritage and stories to be part of their everyday life. Having a good time socialising with their friends is important to this target audience and gin is  firmly on their radar and at the heart of their drinking occasions, although they don’t have any particular loyalty to any specific brand. The aim is to make them passionate advocates of Greenall’s through reinforcing their authenticity and credentials as well as amplifying the brand’s inviting British personality.

Creative Considerations

• Greenall’s green interpretation of the Union Jack  flag is the creative epitome of their Britishness, and has featured on packs in a number of iterations. It brings vibrancy and fun to the party. Consumers recognise the green flag as being part of their core identity. It is ownable and distinctive, helping them to stand out on shelf and in bar. Greenall’s are keen for this to be integrated within the response.
• Greenall’s crest is the embodiment of their brand heritage, authenticity and over 250 years of stories as Britain’s oldest gin distillery. It is a badge of reassurance and a nod to their smooth taste credentials and superior quality.
• Greenall’s The Original is 100% ownable as they were the first British gin distillery and they 
• want to communicate this more to consumers – to show that the fantastic classic recipe developed over 250 years ago is still as relevant and popular today.
• Greenall’s dark green is their key brand colour alongside lighter green Pantone which brings to life the vibrancy of the social occasions that Greenall’s is at the heart of. White and silver are also secondary colours that are used throughout communication.

Mandatory Requirements

The Greenall’s The Original logo, must feature on all designs.