Turning a tonic into an icon

Launch campaign for consumers and trade.

As a result, our campaign helped London Essence command a price premium and scale quickly in the UK.

The distilled essences in The London Essence Company’s range of premium tonics accentuate the taste profile of gin, but more importantly, the finer the gin, the more elevated the flavour profile. This is a superlative tonic, for superlative gins –
a thought that became a clever positioning mechanism. 

In high-end drinking culture, consumers felt they pay excessively for super-premium spirits. Despite knowing this, they continue to accept this as the norm. Our “Only the most…” campaign would translate these moments into witty provocative communications to create an emotional hook. The new design aesthetic borrows luxury codes from the fragrance category to emphasize the super-premium look.

By associating London Essence with the world’s finest spirits, we could elevate them above the premium and into a new super-premium category. As a result, our campaign helped London Essence command a price premium and scale quickly in the UK.