Whilst culturally the forward motion of female empowerment and gender equality is accelerating, the drinks category is still left on the shelf with some rather dull and dusty ideas. Until now.
The ‘Live Full Bloom’ campaign inspires women to live their best lives every day. Turning its back on tired industry standards, the campaign uses compelling photography of confident women to inspire BLOOM drinkers to seize every moment.
The campaign uses four women – all with strikingly unique looks – to reflect the different taste profiles and personalities of each of Bloom’s gins. Its art direction deliberately ignores category conventions, presenting instead a confident lifestyle visual with a deliberate knowing nod to high end fashion. This instantly distinguishes the BLOOM brand and underpins the premium positioning.
Overall, the campaign captures a boldness and unapologetic independence that women aspire to. The integrated creative will launch in the UK first then globally across outdoor, print and digital.
“We wanted BLOOM to disrupt a very crowded category. Fortunately for us most Gin brands follow a fairly standard formula with their TTL advertising. By looking outside the category we have created something with a standout aesthetic giving it significantly more presence and really bringing to life our new strategic positioning for BLOOM. This is quite clearly a gin brand aimed at young, ambitious, discerning women that steps away from gender tropes of softness and delicacy,” said Matthew Bennett, CCO, ZAK.
“This is a massive step forward for the brand; we are taking four models and reflecting the personalities of each BLOOM gin variant. It moves us into a ‘lifestyle’ brand arena with striking and bold looks to capture consumers attention and cut through. We truly believe this is very different and disruptive in a category that is very bland and expected, and will help us to drive stronger brand awareness amongst our consumer set,” added Elaine Maher, Global Brand Director, BLOOM Gin.