Plymouth Gin has launched a marketing campaign that brings to life the South West’s approach to “doing things ‘Proper’”.

The new creative is designed to capture the spirit of England’s South West coast, and it has been rolled out nationally via out of home displays in key cities such as London, Edinburgh and Manchester, as well as appearing in national print titles, on social media and digital.

Lucy Bearman, brand director for Pernod Ricard UK, said: “Plymouth is a flagship brand within a booming category and we are delighted to be reinforcing its heritage and firmly marketing the brand’s territory as a ‘Proper’ brand with substance. No-nonsense, straightforward and honest. These are the things we know Plymouth to be and it is time the brand’s personality was brought to the forefront of its visual identity.”

The campaign is now live and runs to December 29, with the aim of targeting the brand’s target audience of “sociable, self-assured, 30 to 45 year-olds, and female gin lovers”. The campaign is part of an overall investment in the Christmas occasions of more than £5 million, nearly 70% more than last year.

Pernod predicts 2019 will be a third gin-dominated Christmas and anticipates this year to be driven by gifting outside of traditional categories, such as Scotch Whisky. To cater for this trend the brand has launched a “proper” premium gift box (rsp: 26.69) for gin lovers looking for a British-made, craft gift.