Craft Gin Club were interested in growing their awareness in the press and wished to undertake a project to increase brand and service awareness in that market.
They commissioned OnePoll to create a memorable, evidence- based campaign to achieve the set targets.
OnePoll worked to devise research that uncovered the core gin and tonic drinking behaviours of males across the UK.
1,000 UK participants contributed their views which produced a variety of insights.
The outputs demonstrated that 61% of G & T drinkers agreed that the drink should be made and drunk in a certain way. This was supported by the fact that 66% preferred to control the making of the drink themselves, rather than have it made for them.
More interestingly, 61% cited their favourite place to drink their G&T was in their home environment with 29% stating that the garden was their first choice.
Lemon topped the list as the favoured G & T accompaniment at 51%, while the trendy rosemary sprig was at the bottom with just 23%.
The research was used to underpin PLAY’s Garden Gin Bar campaign, which used interior designer Laurence Llewelyn-Bowen to showcase how the humble garden shed could be transformed into a luxury home gin bar.
The campaign achieved 152 pieces of news coverage with an overall reach of 1.39b, along with 139k social media video views and 416k social impressions.