BULLDOG Gin Relaunch
BULLDOG is a British challenger gin brand that, with its relaunch, was essentially saying balls to tradition. We positioned it as a modern, lifestyle-oriented gin that spoke with a bold, provocative, no-nonsense voice. It was distinctively driven by three simple words: We Are BULLDOG.
We created an iconic new logo — a modern, premium take on Britishness incorporating our ownable version of the Union Jack.
We shot the bottle in a variety of interior and exterior locations, creating an environment where the iconic BULLDOG bottle could hang out.
When using people in the photography we were literally looking to put our drinkers in the picture.
To separate ourselves from the competition, we wanted to say one thing and say it punchy.
Our consumer ads are cheeky, bold and confrontational, sticking two fingers up to showcase the 'We Are BULLDOG' attitude to life.
The strategic and creative work came together in a global toolkit that gave the brand the ingredients it needed to fight for shelf space in the crowded gin category.