PHD Manchester has been appointed by Ian Macleod Distillers to oversee media buying and strategy for Edinburgh Gin’s Summer 2018 campaign.

With gin identified as the UK’s favourite spirit, according to a 2017 YouGov poll, PHD Manchester will work closely with outdoor specialist Talon to tap into the mindset of premium drink consumers, delivering contextually relevant ads that connect with Summer gin enthusiasts across outdoor and social.

“We’re very proud to be working with Ian Macleod Distillers and its creative partners to drive growth of the Edinburgh Gin brand,” said Rob Nicol, Managing Partner at PHD Manchester. “The use of contextually relevant messaging can improve awareness of an ad by up to 30%, creating significant opportunities to amplify the effectiveness of the campaign creative.”

“PHD Manchester demonstrated a clear understanding of our audience and an innovative approach to connecting with modern gin drinkers, said Neil Mowat, Marketing Director at Ian Macleod Distillers. “This is an impactful campaign that really captures the playfulness that sits at the heart of our brand.”

Edinburgh Gin joins several brands in PHD Manchester’s growing Food and Beverage division, including IRN-BRU, Strathmore, Rubicon, Rockstar, Skippy and SPAM. The Summer 2018 campaign will launch nationally on digital outdoor and Instagram in mid-June, appearing across contextually relevant times and outdoor environments until the end of August.