Scottish gin brand Boë has enlisted singer Paloma Faith for a new £400k marketing push.
The brand has created a new 30-second ad, which will air on its social channels, starring the singer.
In the spot, Faith ”delivers an uplifting speech to camera in which she talks about the importance of standing out from the crowd and being unique; qualities she shares with the colourful look and taste of the Boë Gin family”, said the brand.
Boë has also created a cocktail called ’Paloma’s Boë’, it said it planned to make available from bars that stock its gin across the UK.
The singer’s “unique and authentic style is recognised the world over and gives us a great opportunity to introduce our flavoured gins to a bigger audience”, said Boë director Andrew Richardson.
It comes on the back of a bumper year for the gin brand, whose sales of gin rose by £7.4m for the year ending 28 February 2019, its latest financials revealed in May.
Last month it significantly boosted its distribution north of the border with new listings in 342 Scottish Co-op stores and 160 Scotmid stores. It is listed in Morrisons across the UK.
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