The gin on everyone's lips.
Boë helped pioneer flavoured gin and grew fast on the back of it. But in a category becoming more crowded by the day, a run of strong launches was no longer going to be enough.
We set out to turn a fast-growing product into a brand people feel something for.
A category leader, not just a clever product.
As one of the pioneers of flavoured gin, Boë had already proved it could innovate. Successful launches had fuelled rapid growth, but the category was getting crowded, and the next challenge was clear: turn a successful product into a nationally recognised consumer brand.
Awareness was building, but the opportunity was bigger than awareness. Boë needed a distinctive position that could lift it beyond product launches and build a real emotional connection with people. The ambition wasn't simply to sell more gin, it was to create a brand that could stand alongside the biggest names and keep growing.
One simple ambition shaped everything: make Boë the gin on everyone's lips.
Turning awareness into obsession.
We set a clear strategic direction around that single ambition, then built a fully integrated brand activation programme on top of it, designed to grow visibility, drive engagement and earn real cultural relevance.
A content-led social strategy rolled out across the key digital channels, backed by influencer partnerships, campaign activity and a steady stream of content across the full Boë portfolio. Television personalities Vicky Pattison, Angela Scanlon and Rochelle Humes partnered with the brand, amplifying its reach through their own channels. With their reach, Boë was introduced to new audiences, reinforcing it's position as a vibrant, contemporary lifestyle brand.
Distinctive creative, consistent storytelling and influential voices gave Boë a way to stand apart in a fiercely competitive market, and to build meaningful engagement with people at scale.
From challenger brand to category leader.
The programme helped turn Boë from an emerging success story into one of the most recognised and engaged gin brands on the market. Proof of what a clear vision, consistent execution and a brand built for growth can do.
“We found a set of brand specialists who get our story and have helped us to realise the successes we have achieved to date. The work has helped us to promote product innovation, while strengthening our position in the UK market and further internationalising the business.”
Director, Boë Gin
Social strategy
Influencer partnerships
Campaign & content
Edinburgh & Glasgow
More selected work.
Explore the programmes