The work marks a shift in strategy for The King’s Ginger. Originally developed in 1903 as a revivifier for King Edward VII, the product has historically been associated as a drink to accompany aristocratic outdoor country pursuits. However, it is now being repositioned to build upon King Edward VII’s colourful reputation for living life in the fast lane and challenging conventions.
It is supported by a new brand platform, ‘A tradition of breaking tradition’. The new creative work is designed to make the brand more contemporary and plays on the notion of ‘breaking the pattern’ of consumption of a G&T. It encourages consumers to challenge conventions, just as King Edward VII did, and explore ‘a more colourful G&T’.
BBD Perfect Storm has developed new packaging, advertising and social media communications to support the repositioning, along with integrated experiential and trade activations.
Roy Evans, Trade Marketing Manager for The King’s Ginger, said: “Making and breaking tradition has been at the heart of Berry Bros. & Rudd since we started in 1698. By encouraging imbibers to enjoy a King’s & Tonic and consider it as a more colourful alternative to a traditional G&T it is the perfect serve to emulate King Edward VII’s innovative and trendsetting spirit.”
Jason Foo, CEO of BBD Perfect Storm, said: “The challenge with this brand was to make it more contemporary and relevant, whilst respecting its incredible regal cultural heritage. With ‘A tradition of breaking tradition’ we believe we captured a fresh expression of its authentic history.”
Source: Berry Bros. & Rudd