News — 05 Nov 2018
By Leagas Delaney

The London Essence Company and Leagas Delaney launches “Only the most” campaign for its premium mixers

Premium mixer brand The London Essence Company is launching its first creative campaign, “Only the most” to celebrate its range of premium mixers.

The campaign, created in partnership with global creative agency Leagas Delaney, aims to build brand awareness and reframe what constitutes ‘premium’ in the mixer category and emotionally connect with discerning drinkers.

Setting London Essence apart from its competitors, the creative’s unique tone of voice plays on provocative wit, bringing to life the brand’s points of differentiation: mixers which accentuate the finest spirits, rather than masking their flavours, through the use of distilled essences.

Jonathan Gatward, global category director and capability director at Britvic, said: “The premium mixer market is now facing the same issues that drinks disruptor brands once came in to shake up: complacency of product selection and lack of awareness that there might be a better alternative out there.

“London Essence is aiming to force a reappraisal of what the best mixers look like, in a category where consumers increasingly recognise the value of premium spirits and are willing to pay more for higher quality drinks.” 

Fergus Hay, CEO, Leagas Delaney, added: “People are increasingly discerning in their pursuit of a premium alcohol experience. Britvic are ahead of consumer demand in their test and learn approach to new high-end mixers. This campaign works to borrow equity from consumer understanding of the premium market by confidently announcing that it is only these exceptional spirits that deserve a London Essence mixer.”

The London Essence Company’s collection of fine mixers are made with distilled essences and are all low in calorie with naturally sourced sweetness, designed to accentuate the finest spirits. The collection includes tonics, sodas and gingers and is available from selected Tesco stores, Ocado, Amazon, Waitrose and Harvey Nichols.