3. THIS GUIDE GIVES YOU THE LOW-DOWN
ON OUR GLOBAL BRAND POSITIONING
AND STRATEGY.
IT INCLUDES EVERYTHING YOU NEED TO KNOW ABOUT WHERE WE CAME FROM, OUR BRAND ESSENCE,
THE SOCIAL MAVERICK CONSUMER AND IN-DEPTH VISUAL IDENTITY GUIDELINES.
THESE GUIDELINES SHOULD BE USED TO DEVELOP YOUR LOCAL MARKET PLANS, TAILORED TO
YOUR CONSUMER AND MARKET DYNAMICS. AFTER ALL WE CAN’T BE EVERYTHING TO EVERYONE
ALL AT ONCE. THIS IS A WORKING DOCUMENT AS WE EXPAND BULLDOG TO BE THE PRE-EMINENT
WHITE SPIRIT GLOBALLY AND CEMENT OUR WE ARE BULLDOG ATTITUDE.
3
4. BULLDOG BEGININGS
ANSHUMAN VOHRA HAD A VISION TO CREATE A NEW WORLD
GIN THAT WOULD DEFY THE CONVENTIONS OF THE STUFFY
GIN CATEGORY. A LOYAL GIN DRINKER WITH A PASSION FOR
ITS RICH BRITISH CULTURE, HE WAS SURPRISED TO LEARN
THAT VODKA HAD TAKEN THE LEAD IN THE WORLD OF WHITE
SPIRITS. DISMAYED AT THE SIGHT OF HIS FRIENDS ORDERING
VODKA IN THEIR MARTINIS, HE WAS INSPIRED TO TAKE ACTION.
ARMED WITH A CLEAR IDEA OF WHAT A MODERN GIN COULD
BE, ANSHUMAN SOUGHT A PARTNER WHICH LED HIM TO THE
WORLD’S OLDEST CONTINUOUS GIN DISTILLERY. COMBINING
THEIR 250 YEARS OF GIN DISTILLING EXPERIENCE WITH HIS
DETERMINATION TO DO SOMETHING EXTRAORDINARY, THIS
BOLD COLLABORATION LED TO THE CREATION OF BULLDOG,
THE FASTEST GROWING PREMIUM GIN IN THE WORLD TODAY.
THE FUTURE
ANSHUMAN’S CLEAR VISION FOR BULLDOG TO BE THE
PRE-EMINENT PREMIUM GIN IN THE WORLD UNDERPINS THE
ASPIRATION TO BUILD A GLOBALLY BRAZEN BRAND. BULLDOG
IS BEING BUILT WITH THE SPIRIT OF MODERN BRITAIN IN EVERY
BOTTLE AND THROUGH THIS INSTINCTIVE AND ASSERTIVE
BRITISH ATTITUDE BULLDOG WILL BECOME AN ICONIC BRAND
THAT IS STOCKED IN EVERY BAR ACROSS THE WORLD AND AS
SUCH WILL BE THE GO-TO BRAND FOR GENERATIONS OF WHITE
SPIRIT DRINKERS. BULLDOG WILL BE THE FIRST GIN BRAND
THAT MEANINGFULLY AND PERMANENTLY TAKES SHARE AWAY
FROM VODKA.
WE ARE BULLDOG.
BULLDOG
IS BUILT WITH
THE SPIRIT OF
MODERN BRITAIN
IN EVERY
BOTTLE.
HISTORY
AND VISION
4
5. TO REVITALISE THE GIN CATEGORY AND BECOME A TOP 3 PREMIUM GIN IN THE WORLD BY 2020
5
7. THE FOLLOWING BRAND POSITIONING
GUIDELINES ARE TO EDUCATE YOU ON
EVERYTHING BULLDOG, ESPECIALLY OUR
ESSENCE AND CHALLENGER BRAND WAY
OF DOING EVERYTHING.
7
8. +
=
GUIDED BY
INSTINCT.
MADE TO DEFY
CONVENTION.
SPIRIT
UNBRIDLED BRITISH CONFIDENCE,
BOLDNESS AND DEFIANCE
VISIONINSTINCTIVE, VISIONARY
AND ENTREPRENEURIAL
8
9. Truetom
yse
lf
No bullsh*t say
ithow
itis•Discerning
Independ
entspirit•GoGetter
Freetocreate
•
Adve
nturous
SELF-EXPR
ESSIVEBENEFITS
EMOTIONALBE
NEFITS
GUIDED BY INSTINCT.
MADE TO DEFY
CONVENTION.
FUNCTIONAL BENEFITS
PRODUCT ASSOCIATIONS
IMAGERY ASSOCIATIONS
Smart•Instinctive
•
Provo
cative
•
Brazenly British • Iconic bottle • Bold • Black and
W
hit
e
•
M
odern
•Visualattitude
Iconic bottle: sleek design, unique shape
D
isti
nctive
botanicals, Dragon eye, Lotus leaf, White poppy
•
Crisp
ci
trus
A
b
onafide
London Dry Gin • Unexpectedly smooth: 40% ABV
(80%
pro
of)
Giv
es m
e balanced layers of flavour • Easy to
dr
ink
Surprisingly refreshing • Versatile
POSITIONING – BULLSEYE
9
10. BRAND
ESSENCE
GUIDED BY
INSTINCT.
MADE
TO DEFY
CONVENTION.
PRODUCT
ASSOCIATIONS
ICONIC NAME
ICONIC BOTTLE
UNEXPECTEDLY SMOOTH
LAYERING OF
DISTINCTIVE BOTANICALS
LONDON DRY GIN
FUNCTIONAL
BENEFITS
MULTI-DIMENSIONAL YET
BALANCED FLAVOUR
VERSATILE AND MIXABLE
EASY TO DRINK
SURPRISINGLY
REFRESHING
EMOTIONAL
BENEFITS
FEEL FREE TO CREATE
A VARIETY OF LIFE
EXPERIENCES
INSPIRED BY ADVENTURE
AND MAKING
UNCONVENTIONAL
CHOICES
TRUE TO MYSELF AND
THE WAY I LIVE MY LIFE
SELF
EXPRESSIVE
BENEFITS
I HAVE AN INDEPENDENT
SPIRIT AND I SAY IT HOW
IT IS
I AM DISCERNING IN
THOUGHT AND DEED
I AM COOL / ON TREND
IF YOU CAN FIND ME, I’LL
BE DOING SOMETHING
YOU WOULDN’T EXPECT
BENEFIT
LADDER
10
11. BRAND POSITIONING TOOL
PREMIUM GIN AND VODKA BRANDS FRAME OF REFERENCE
THE “SOCIAL MAVERICK”
MULTI-DIMENSIONAL WITH A DEFIANT EDGE, HE IS MOTIVATED TO STAND OUT AS AN
INTERESTING INDIVIDUAL AND CONNECTOR, AND LIVES FOR NEW EXPERIENCES AND
SHARING THEM WITH OTHERS
25-39 Y.O. M/F, WITH MALE SKEW, LIVES IN URBAN AREAS, COLLEGE EDUCATED, WHITE COLLAR
TARGET CONSUMER GROUP
I DON’T WANT TO BE DEFINED OR TYPECAST –
I DESIRE TO LIVE LIFE AS I WANT, UNLABELLED CONSUMER INSIGHT
HIS NO BULLSH*T AND GO-GETTING APPROACH
TO LIFE INSPIRES THOSE AROUND HIM SELF-EXPRESSIVE BENEFIT
INSPIRED TO SEEK OUT REAL YET
UNCONVENTIONAL ADVENTURES EMOTIONAL BENEFIT
BULLDOG’S UNEXPECTEDLY SMOOTH AND
REFRESHING TASTE SURPRISES MY SENSES FUNCTIONAL BENEFIT
BULLDOG INSPIRES YOU TO DEFY
CONVENTIONS AND LIVE INSTINCTIVELY KEY BRAND PROMISE
11
12. THE “SOCIAL MAVERICK”
MULTI-DIMENSIONAL WITH A DEFIANT EDGE, HE’S MOTIVATED TO STAND OUT AS AN INTERESTING
INDIVIDUAL AND CONNECTOR, AND LIVES FOR NEW EXPERIENCES AND SHARING THEM WITH OTHERS
25-39 Y.O. M/F, WITH MALE SKEW, LIVES IN URBAN AREAS, COLLEGE EDUCATED, WHITE COLLAR
I DON’T WANT TO BE DEFINED OR TYPECAST –
I DESIRE TO LIVE LIFE AS I WANT, UNLABELLED
BULLDOG INSPIRES YOU TO DEFY CONVENTIONS
AND LIVE INSTINCTIVELY
BOLD WITH A MODERN ATTITUDE
BLACK AND WHITE WITH FOCUS ON
ICONIC BOTTLE
BRAZENLY BRITISH,
PROVOCATIVE,
SMART AND INSTINCTIVE
GLOBALLOCAL
GUIDED
BY INSTINCT.
MADE TO DEFY
CONVENTION.
A NEW WORLD GIN: MODERN AND ICONIC BOTTLE/NAME
UNEXPECTEDLY SMOOTH AND SURPRISINGLY REFRESHING
A LONDON DRY GIN WITH INTRIGUING BOTANICALS
BRAND ESSENCE
BRAND CHARACTER
BRAND LOOK
REASONS TO BELIEVE
BRAND PROMISE
CONSUMER INSIGHT
TARGET CONSUMER
BRAND PYRAMID
12
13. BRAND RE-CAP
BELIEVE YOUR INNER VOICE. THE
ONE THAT SAYS ‘YES’ WHEN ALL
OTHERS SAY ‘NO’.
BULLDOG was built on instinct, an innate inclination to do things differently, to stir things up
and live life without being typecast.
BULLDOG created a brazenly British spirit and walks hand in hand with co-conspirators who
have done things their way, living life as they want and unafraid to take risks.
Together we change perceptions, we tell our stories – it’s not a choice - it’s just the way it is.
THIS IS WHO WE ARE. WE ARE BULLDOG.
IT’S NOT ABOUT BREAKING THE
RULES, IT’S 100% ABOUT DOING THE
UNEXPECTED.
BULLDOG was made to defy the conventions of making and being a gin, and has fearlessly
sought out the road less travelled since its inception.
This is more than being a gin, it’s a bold and provocative view of the world, inspiring all
those we meet along the way to say bollocks to the same old same old.
BULLDOG shakes things up, we do it our way, we’d rather be renowned than be famous.
We surprise and delight and we inspire everyone around us to do the same.
THIS IS WHO WE ARE. WE ARE BULLDOG.
GUIDED BY INSTINCT
MADE TO DEFY CONVENTION
13
14. BUILDING AN ICON
OF MODERN GINOF MODERN GIN
AS OPPOSED TO INDUSTRY STANDARD RPP CLOSURE,
BULLDOG HAS AN OVERSIZED SCREW CAP TO
MAINTAIN OUR PREMIUM IMAGE. BUT DON’T WORRY
THE MOUTH IS STANDARD SIZE AND FITS A STANDARD
POURING SPOUT
OUR BOLD AND PROPRIETARY SHAPE WITH
MASCULINE SHOULDERS AND COLLAR DETAIL MAKES
BULLDOG IMMEDIATELY IDENTIFIABLE.
THIS ICONIC PACKAGING IS MODERN WITHIN THE
CONTEXT OF THE CATEGORY.
HAVE YOU NOTICED THE DARK PURPLE HUES IN OUR
HIGH GLOSS BLACK BOTTLE?
THE NAME BULLDOG IS INSPIRED BY THE ULTIMATE
BRITISH BULLDOG – SIR WINSTON CHURCHILL.
AND WHILE HIS SPIRIT LIVES IN EVERY BOTTLE HE
DOESN’T LIVE IN OUR ADVERTISING
THE ‘WE ARE BULLDOG’ ATTITUDE STARTS WITH THE
BOTTLE. IT CALLS TO OUR SOCIAL MAVERICK CONSUMER,
GIVING JUST A HINT OF THE PREMIUM LIQUID INSIDE,
COMBINED WITH A PROVOCATIVE SIGN-OFF
40% ABV ESTABLISHES OUR SMOOTH AND BALANCED
TASTE PROFILE. IT ALSO MAKES BULLDOG MORE
ACCESSIBLE AND VERSATILE TO ATTRACT NEW
CONSUMERS AND OUR DISCERNING SOCIAL MAVERICK
LONDON DRY GIN IS THE HIGHEST STANDARD A GIN
CAN BE. WHY? WELL ALL OF OUR BOTANICALS ARE
USED IN THEIR NATURAL STATE, SO YOU WON’T FIND
FLAVOURS OR ESSENCE IN OUR GIN
IT’S THE MODERN BRITISH SPIRIT IN EVERY BOTTLE
THAT MAKES US WHO WE ARE.
WE ARE BULLDOG.
14
15. NEGATIVE FEEDBACK DOESN’T
FRIGHTEN ME.
I’VE GOT MY OWN VISION
AND WAY OF DOING THINGS.
I’D RATHER TAKE THE
CHANCE OF SOMETHING
NEW, RATHER THAN
CONFORM TO OLD HABITS.
I’LL ALWAYS BE
FREELANCE, THIS
JOB IS MY PASSION
AND I DO IT FOR
MYSELF AND
NOBODY ELSE.
I KNOW WHAT I
LIKE AND I’M PROUD
OF MY TASTES. MY
FASHION, MY WORK,
MY DRINK. IT’S ALL
PART OF WHO I AM.
I’M CONSTANTLY
SEARCHING
FOR MORE
EXPERIENCES
AND CHALLENGES.
IT TAKES A LOT
TO IMPRESS ME,
LIFE’S TOO
SHORT TO
ACCEPT AVERAGE.
MEET THE SOCIAL MAVERICK
15
16. LIVING AND
LOVING LIFE -
HOW THE SOCIAL
MAVERICK
SPENDS HIS DAYS
PLOTTING WHAT
HAPPENS NEXT
SOCIALLY CONNECTED
Always on-the-go, the social maverick keeps
up-to-date with the news online on his mobile and uses his
social networks to keep the conversation going with his
friends.
EDGY AND CURIOUS
While it takes a lot to impress him, the social maverick
is inquisitive and interested in everything. He aspires for
more than what is obvious and loves nothing more than
discovering a new drink, bar, band or brand.
INSTINCTIVE AND DEFIANT
The social maverick follows his instincts and proudly lives life
his way. It’s not about breaking rules but he is not afraid to
bend them - to him days lived safely are wasted.
INDEPENDENT
The social maverick knows who he is, where he’s from and
where he’s going. Confident in his own skin he makes the
most of where he is for the time he’s there.
SOCIAL
MAVERICKS
PRIMARY -
CULTURAL TARGET
UNABLE TO PASS A WINDMILL WITHOUT TILTING AT IT, A TOE WITHOUT
TREADING ON IT, OR A POND WITHOUT HURLING A ROCK INTO IT. ZIGGING
WHEN ALL OTHERS ZAG, MOVING TOO FAST TO BE EASILY DEFINED,
LEADER OF THE PACK.
60/40 MALE/FEMALE SPLIT.
AGE 25-39.
METRO/URBAN CITIES.
OUR SOCIAL MAVERICK ISN’T THE SAME ALL OVER THE WORLD SO
PLEASE LAYER YOUR MARKET CONSUMER DYNAMICS TO THE GLOBAL
PROFILE.
SOCIAL MAVERICK
MULTIDIMENSIONAL, WITH DEFIANT EDGE MOTIVATED TO STAND OUT
AS AN INTERESTING INDIVIDUAL. CONNECTORS, STORYTELLERS,
INFLUENCERS.
CREATIVE CLASS
DESIGNERS, EXPLORERS, MUSICIANS, PHOTOGRAPHERS.
DRINKERS
NEW GIN AND VODKA DRINKERS. MODERN CLASSIC COCKTAIL LOVERS.
16
17. WE CAN’T OUTSPEND THE BIG BRANDS.
SO WE CAN’T BUY ‘MINDSHARE.’
WE CAN WIN IT THOUGH THROUGH DISRUPTION,
THOUGHT LEADERSHIP, TALK-ABILITY.
WE NEED TO ACT DIFFERENTLY.
WE NEED TO
17
18. 1
2
4
3
BULLDOG is ready to create a lighthouse brand identity.
We have a very clear sense of who we are – we are
bold, defiant, provocative and instinctive underpinned
by a premium, smooth and versatile liquid. Building on
these truths consistently and intensely means our social
mavericks will notice us even if they aren’t looking for us.
Create a movement Social Mavericks can be part of, a
world they can build. BULLDOG was born to make people
pay attention to gin again so generating new ideas and
being part of social conversations will generate content
they can share and create.
As a challenger unencumbered by the ‘rules’ of being a
leader, BULLDOG is more nimble and can react quickly
and in real time. Zigging and zagging and moving with our
social maverick will ensure BULLDOG remains relevant.
Transcend the gin category and become part of popular
culture. Capturing the imagination of the social maverick
is an advantage to BULLDOG, pursue word of mouth and
publicity. Think red bull – identify and work with like-
minded brands and influencers to become relevant and
build content-led story telling. We’re more than a partner,
we’re part of the same world.
BULLDOG
HAS A BOLD
ATTITUDE
BULLDOG
BEING A
CHALLENGER
BRAND
WE ARE ALL OUR OWN WORK AND OUR
MINDSET AND AMBITION IS GREATER
THAN OUR RESOURCE – WE CAN’T
OUTSPEND THE BIG GUNS SO HERE ARE
THE 4 MOST IMPORTANT CHALLENGER
BRAND CREDOS THAT UNDERPIN
EVERYTHING WE DO.
SO THINK LIKE DOLLAR SHAVE CLUB
TAKING ON GILLETTE, ACT LIKE
BREWDOG TAKING ON BUDWEISER AND
GENERATE THE CONVERSATIONS AUDI
CREATED AS THEY TOOK ON MERCEDES
FOR MODERN LUXURY.
NOW YOU’RE ACTING AND THINKING
LIKE BULLDOG – DEFYING CONVENTION.
18
19. WHAT
DRIVES
CONSUMER
PERCEIVED
VALUE?
BULLDOG IS A SMOOTH AND VERSATILE
PREMIUM GIN, LAYERING FLAVOURS
TO CREATE THE ULTIMATE NEW GIN
EXPERIENCE AND AS SUCH WE
WILL COMMAND A PREMIUM
PRICE TO BOMBAY SAPPHIRE
AND HENDRICK’S*
SET ABSOLUTE PRICING INDEX DETERMINED BY
MARKET VARIABLES SUCH AS MATURITY, CATEGORY
DEVELOPMENT AND STAGE OF BRAND LIFECYCLE
PROMOTIONAL PRICING – LOW CEILING - $20.99
SINCE OFF-TRADE MECHANDISERS WILL LIKELY
STOCK BULLDOG ALONGSIDE OTHER GINS,
THE PRICE POSITIONING STATEMENT
IS RELATIVE TO GIN.
*IN DEVELOPING SPIRITS
MARKETS, PLEASE
BENCHMARK CLOSER TO
HENDRICK’S
1
2
AS A MODERN AND PROVOCATIVE
OFFERING IN THE CATEGORY,
BULLDOG IS DIFFERENTIATED BY
ITS ICONIC BOTTLE, AS WELL AS
ITS PRODUCT ATTRIBUTES OF BEING
UNEXPECTEDLY SMOOTH AND
VERSATILE.
SOCIAL MAVERICKS HAVE A
GOOD DISPOSABLE INCOME AND
THEY SEEK OUT INDEPENDENT
BRANDS LIKE BULLDOG WHO
HAVE DISTINCTIVE ATTRIBUTES.
THESE ATTRIBUTES ALLOW US
TO COMMAND A PREMIUM PRICE
AND WE KNOW THIS TO BE A KEY
FACTOR IN THEIR DECISION MAKING.
19
20. THE FOLLOWING PAGES WILL HELP YOU DEVELOP YOUR LOCAL
MARKET CONSUMER AND TRADE PLANS – FROM THE DEVELOPMENT OF
ADVERTISING AND TRADE PRESENTERS, THROUGH TO EVENTS AND GWP.
YOU’LL FIND GUIDANCE ON THE BULLDOG ATTITUDE AND TONE OF VOICE,
AS WELL AS DETAILED INSTRUCTIONS ON HOW TO PROPERLY TREAT
THE ICONIC BOTTLE, LOGOS, PHOTOGRAPHY, COLOUR PALETTE AND
TYPOGRAPHY.
PLUS WE’RE PROVIDING YOU WITH ALL THE ASSETS CONTAINED WITHIN
THIS DOCUMENT.
WE’VE MOVED ON FROM
THE DAYS OF DOGS AND
WINSTON CHURCHILL, TO
BECOME A MODERN AND
LIFESTYLE-ORIENTATED
GIN IN A CATEGORY
STEEPED IN TRADITION.
20
21. WHO WE WERE
NO MORE BLOODY GOOD SPIRIT
NO MORE CHURCHILL
NO MORE DOGS
NO MORE DEFIANTLY DELICIOUS
THAT WAS THEN,
THIS IS NOW. WE ARE
MOVING ON.
WE ARE A HUMAN
SPIRIT, NOT A MAN’S
BEST FRIEND.
WE ARE BULLDOG.
21
22. PASSIONATE
DEFIANT (CHALLENGE CONVENTION)
GO GETTING
ACCESSIBLE
CURIOUS
SMART
URBAN
COOL
PROVOCATIVE
GENUINE
DISTINCTIVE
BRITISH
MODERN
INSTINCTIVE
DISCERNING
WE
ARE
WE WALK A FINE LINE
WE
ARE NOT
INDIFFERENT
REBELLIOUS (BREAK RULES)
ARROGANT
UNAPPROACHABLE
APATHETIC
INTELLECTUAL
GRUNGE
OFFENSIVE
FAKE
ORDINARY
ENGLISH
FADDISH (TREND LED)
TRADITIONAL
DELIBERATE
IDIOTIC
22
23. DEFY
CONVENTION.THE HEART OF THE BRAND – CHALLENGE BOUNDARIES
AND THE NORM.
BE DISTINCTIVE.DON’T FOLLOW; LEAD. IF YOU’VE SEEN IT BEFORE
SO HAS EVERYONE ELSE.
FOLLOW YOUR
INSTINCTS.HAVE CONFIDENCE AND PRIDE IN WHATEVER YOU DO.
EMBRACE
DISCOVERY.BE INQUISITIVE AND CURIOUS, UNAFRAID OF THE UNKNOWN.
ASPIRE FOR MORE THAN THE OBVIOUS.
BE
COLLABORATIVE.SURROUND YOURSELF WITH AMAZING PEOPLE AND BE INSPIRED
BY THEM. TEN HEADS ARE BETTER THAN ONE.
23
24. WE ARE
BULLDOG.
THEBULLDOG
VOICE.
NO BULLSH*T
WE TELL IT HOW IT IS
BOLD
WE’RE CONFIDENT
AND COMMANDING,
BUT NEVER ARROGANT
PROVOCATIVE
WE QUESTION EVERYTHING – WE
SURPRISE AND DISRUPT
INTELLIGENT
WE ARE SMART, CLEVER
AND INSIGHTFUL
THE THREE SIMPLE WORDS THAT SUM UP OUR
VOICE, SUM UP WHERE WE’RE FROM, SUM UP
THE PARTICULAR BRITISH SPIRIT THAT’S CALLED
UPON IN CHALLENGING TIMES.
‘WE ARE BULLDOG.’ DRIVES US – IN WHAT WE
SAY AND HOW WE BEHAVE.
IT’S CONFIDENT.
TO THE POINT.
TAKE IT OR LEAVE IT, IT’S WHO WE ARE.
WE ARE DEFIANT.
WE ARE MODERN BRITAIN.
WE GO AGAINST CONVENTION AND TRADITION.
WE DON’T HAVE TIME FOR FRILLS.
WE’RE NOT FLOWERY OR OVER-FRIENDLY.
WE’RE NOT SILLY OR SHOUTY.
WE ARE BULLDOG.
WE ARE COLOURFUL, NOT COLORFUL
MIND YOUR LANGUAGE – WE USE
BRITISH ENGLISH. ALWAYS.
24
25. WE ARE OUR
DRINKERS
BULLDOG DRINKERS ARE SOCIAL
MAVERICKS. THEY HAVE A CERTAIN
ATTITUDE TO LIFE THAT SETS THEM
APART. THEY ARE DIFFERENT – JUST
LIKE THEIR CHOICE OF GIN.
ZIGGING WHEN OTHERS ZAG.
MOVING TOO FAST TO BE EASILY
DEFINED.
LEADER OF THE PACK, NEVER PART
OF THE CROWD.
AND IT’S THEIR INDIVIDUALITY THAT
MAKES THEM PART OF THE
‘WE ARE BULLDOG.’ TRIBE.
SO ‘WE ARE’ IS AT ONCE SINGULAR
AND PLURAL.
WE HAVE THE CONFIDENCE TO
STAND FOR SOMETHING.
WE ARE DEFIANTLY INDEPENDENT
IN THOUGHT AND DEED.
WE DO THINGS OUR WAY.
THIS IS THE BULLDOG SPIRIT.
WE INSPIRE AND PROVOKE OUR
DRINKERS TO DEFY CONVENTION.
WE ARE THEIR ALLIES.
THE WORD BULLDOG IS ALWAYS
WRITTEN IN CAPS. EVERYWHERE
AND WITHOUT EXCEPTION.
WE ARE
NOTHING
WITHOUT
ATTITUDE
25
26. WE ARE
MODERN
BRITAIN
THIS IS OUR CORE LOGO. IT
INCORPORATES AN OWNABLE
VERSION OF THE BRITISH
UNION FLAG.
IT’S A MODERN, PREMIUM
INTERPRETATION OF BRITISHNESS,
AND AS SUCH BECOMES AN ICON OF
THE ‘BULLDOG SPIRIT’ AT THE HEART
OF OUR BRAND.
LOGO
26
27. BULLDOG LOGO
STACKED CMYK ON
BLACK
Use this logo on
black or very dark
backgrounds
BULLDOG LOGO
STACKED WHITE
Use this logo on busy
backgrounds or when
limited by colours
(e.g. mono ad)
BULLDOG LOGO
STACKED BLACK
Use this logo on
white backgrounds.
BULLDOG LOGO
STACKED
OUR CORE LOGO
THIS LOGO IS MANDATORY IN
ALL COMMUNICATIONS WHERE
OUR ICONIC BOTTLE IS NOT THE
PRIMARY FOCUS – E.G. CONSUMER
ADVERTISING, PACKAGING AND POS.
ALWAYS USE ONE OF THE SUPPLIED
LOCK-UPS.
27
28. BULLDOG SIGN OFF
COLOUR CMYK ON BLACK
Use this logo on black or
very dark backgrounds
BULLDOG SIGN OFF WHITE
Use this logo on busy
backgrounds or when limited
by colours (e.g. mono ad)
BULLDOG SIGN OFF BLACK
Use this logo on white
backgrounds
BULLDOG SIGN OFF
ALWAYS SAY GOODBYE
THE ‘WE ARE BULLDOG’ SIGN OFF IS A
MARK OF OUR ‘BULLDOG SPIRIT’. IT SUMS
UP OUR ATTITUDE AND THAT OF OUR
DRINKERS. USE AS AN ALTERNATIVE TO
THE CORE STACKED VERSION AT THE END
OF YOUR MARKETING COMMUNICATIONS
IF YOU HAVEN’T ALREADY SIGNED OFF
THE COPY WITH ‘WE ARE BULLDOG’.
AND LIKE THE BULLDOG STACKED LOGO,
YOU WOULD NOT USE THIS LOGO IF THE
BOTTLE IS THE PRIMARY FOCUS OF YOUR
COMMUNICATION.
28
30. BULLDOG LOGO
HORIZONTAL LONG SOLID
CMYK REVERSE
Use this logo on black or very
dark backgrounds
BULLDOG LOGO HORIZONTAL
LONG SOLID CMYK
Use this logo on white
backgrounds
BULLDOG LOGO HORIZONTAL
LONG WHITE
Use this logo on busy
backgrounds or when limited
by colours (e.g. mono ad)
BULLDOG LOGO HORIZONTAL
LONG BLACK
Use this logo when limited by
colours (e.g. mono ad)
BULLDOG LOGO
HORIZONTAL LONG
SQUEEZED FOR SPACE?
YOU SHOULD ONLY USE THIS LOGO WHEN
DEPTH RESTRICTIONS MAKE USING THE
STACKED LOGO IMPRACTICAL
E.G. IN SOME DIGITAL FORMATS.
30
31. BULLDOG LOGO HORIZONTAL
SHORT SOLID CMYK REVERSE
Use this logo on black or very
dark backgrounds
BULLDOG LOGO HORIZONTAL
SHORT SOLID CMYK
Use this logo on white backgrounds
BULLDOG LOGO HORIZONTAL
SHORT WHITE
Use this logo on busy backgrounds or
when limited by colours (e.g. mono ad)
BULLDOG LOGO HORIZONTAL
SHORT BLACK
Use this logo when limited by colours
(e.g. mono ad)
BULLDOG LOGO
HORIZONTAL SHORT
THE LAST RESORT
IF YOU’RE SHORT OF WIDTH TOO, THEN
‘LONDON DRY GIN’ CAN BE OMITTED.
31
32. CLEARANCE AREA
LEAVE ENOUGH SPACE AROUND THE LOGO
TO FIT IN THE UPPER CASE ‘B’ FROM THE
BULLDOG LOGO YOU ARE USING.
32
33. MIN WIDTH:
PRINT 47MM
DIGITAL 133PX
MIN WIDTH:
PRINT 28MM
DIGITAL 79 PX
MIN WIDTH:
PRINT 20MM
DIGITAL 57PX
THERE IS A POINT WHERE
EVEN A BRAND AS BOLD AS
BULLDOG CAN LOSE IMPACT.
THESE MINIMUM
REPRODUCTION SIZES
ARE THAT POINT.
MIN WIDTH:
PRINT 40MM
DIGITAL 114PX
BOLD
DOESN’T
ALWAYS
MEAN
BIG
33
34. USAGE EXAMPLES FROM PAGE 42
THE BOTTLE VS
THE FLAG
THERE’S ONLY ROOM
FOR ONE ICON
THE BOTTLE IS AN ICONIC SYMBOL OF
OUR BRAND. SO WHEN A PACK SHOT IS
THE HERO, THERE IS NO NEED TO USE
THE UNION FLAG CORE LOGO.
34
35. THE BULLDOG UNION
FLAG IS NOT MEANT FOR
TRADITIONAL FLAG WAVING.
SO IT SHOULD ONLY BE
USED ON OCCASION FOR
LARGE-SCALE IMPACT,
E.G. AT TRADE SHOWS.
35
36. BULLDOG FLAG
GRAD COLOUR
CMYK
This is the
preferred version
of the BULLDOG
union flag
BULLDOG FLAG
SOLID COLOUR
CMYK
Use this version
if you have
reproduction
limitations or
you need a more
graphic, flat
colour approach
(e.g. web design)
BULLDOG FLAG
36
37. WE’RE BLACK
AND WHITE WITH
A DASH OF PURPLE
COLOUR
70% 25% 5%
PANTONE526CMYK(67,100,0,5)RGB(111,39,137)
37
39. WE MIX IT
WE SOMETIMES
CHANGE CASES
BUT NEVER
CHANGE GEAR
USE GOTHAM BOLD FOR ALL SECONDARY
MESSAGING, SUCH AS SUBHEADS AND INTRO COPY.
MIX CASES – CAPS FOR THE SHORT STUFF, LOWER
CASE TO MAKE LONGER COPY MORE READABLE.
a b c d e f g h
i j k l m n o p q
r s t v w x y z
A B C D E F H
I J K L N O P Q
R S V W X Y Z
1 2 3 4 5 6 7 8 9 01 2 3 4 5 6 7 8 9 0
r s t v w x y z
A B C D E F H
39
40. WHEN WE’RE
LESS BOLD
LONGER COPY
SHOULDN’T
BE SHORT
ON ATTITUDE
WE NEVER GO LIGHTER THAN GOTHAM BOOK. USE
LOWER CASE ONLY FOR BODY COPY TO MAKE YOUR
POINT WITHOUT SHOUTING.
40
42. SHOW SOME BOTTLE
GETTING ‘WE ARE
BULLDOG.’ RIGHT IN OUR
ADVERTISING TAKES
BALLS – OR WHAT WE LIKE
TO CALL BOTTLE
AND FUNNILY ENOUGH, OUR BOTTLE
IS A GOOD PLACE TO START.
ITS ICONIC, SLEEK DESIGN IS WHERE
‘WE ARE BULLDOG’ BEGINS.
SO WHEN CREATING MARKETING
COLLATERAL:
HERO THE BOTTLE
DON’T HIDE IT BEHIND TYPE
OR GRAPHIC ELEMENTS
DON’T CROP IT
DON’T REMOVE ANY ELEMENT, SUCH AS
THE WORDS ON THE FRONT
42
43. CHOOSE
THE RIGHT
HANGOUT
WE HAVE SHOT THE BOTTLE IN
A VARIETY OF INTERIOR AND
EXTERIOR LOCATIONS. SO YOU
CAN CHOOSE THE APPROPRIATE
LOCATION FOR WHAT YOU WANT
TO SAY.
IF YOU WANT TO SHOOT YOUR
OWN, THE BOTTLE SHOULD
LOOK AS STUNNING AS IT DOES
HERE AND YOUR LOCATION
NEEDS TO HAVE THE SAME
BULLDOG LOOK AND FEEL
– URBAN, MODERN, PREMIUM.
43
44. TRADE ADS
TRADE ADS
TRADE ADS GIVE US THE OPPORTUNITY TO
HERO OUR ICONIC BOTTLE WHILE LADDERING
SPECIFIC BENEFITS, SUCH AS KEY PRODUCT
ASSOCIATIONS AND FUNCTIONAL BENEFITS. *
TRADE
PUBLICATIONS
ARE A TYPICAL
CHANNEL FOR
YOUR TRADE ADS,
BUT THIS CREATIVE
WOULD ALSO BE
IMPACTFUL IN POP
DISPLAYS, TRADE
SHOWS AND OTHER
B2B TOUCHPOINTS.
*PLEASE REFER TO THE BENEFIT LADDER ON
P.10 FOR FURTHER INFORMATION
44
45. TRADE ADS
COPY LINES SHOULD BE AS BOLD AND PROVOCATIVE AS THE ENVIRONMENT THEY LIVE IN –
DRIPPING WITH THE ATTITUDE OF THE BULLDOG TOV.
45
46. GETTING
THE MEASURE
OF US
IT’S IMPORTANT WE GIVE A STRONG TASTE OF
OUR PRODUCT TO THE TRADE. SO USE BODY
COPY TO ADD THE DETAILS OF OUR UNIQUE
SERVE – SUCH AS ‘UNEXPECTEDLY SMOOTH’ AND
‘MULTI-DIMENSIONAL, YET BALANCED FLAVOUR’.
TRADE ADS
46
47. CONSUMER
PRODUCT ADS
FOR CONSUMERS, IT’S LESS ABOUT THE
FUNCTIONAL BENEFITS AND MORE ABOUT
ATTRACTING OUR TARGET SOCIAL MAVERICKS
WITH ADVERTISING THAT APPEALS TO THEIR
ATTITUDE TO LIFE. *
CONSUMER PRODUCT ADS
BUS STOPS ARE A
GREAT PLACE TO
GRAB OUR TARGET
AUDIENCE, BUT
EQUALLY CONSIDER
OTHER OOH MEDIA
SITES, PRESS, POS,
ON-PACK
PROMOTIONS,
AMBIENT MEDIA
AND MORE.
*PLEASE REFER TO PP. 15-16 FOR FURTHER
INFORMATION ON OUR TARGET AUDIENCE.
47
48. CONSUMER PRODUCT ADS
OUR CONSUMER ADS TAKE A LEAD
FROM THE COMPOSITION OF THE
TRADE ADS, WHILE FEATURING PUNCHY
HEADLINES TO LAND SIMPLE SINGLE-
MINDED MESSAGES THAT APPEAL TO
THEIR CURIOSITY.
SAY ONE
THING
SAY IT WELL
48
49. CONSUMER PRODUCT ADS
CREATE LINES THAT CONVINCE OUR
TARGET MARKET THAT BULLDOG IS
A SPIRIT THAT SHARES THEIR DESIRE
TO LIVE LIFE THEIR OWN WAY –
INSTINCTIVELY, DEFIANTLY.
49
50. CONSUMER ADS
SHOULD HAVE
JUST AS MUCH
BOTTLE AS THOSE
THAT HERO OUR
PRODUCT.
SO WHEN YOU SHOW OUR DRINKERS,
BE PROVOCATIVE.
IF OUR TARGET MARKET DOESN’T
ENGAGE, YOU’RE DOING IT WRONG.
PUTTING OUR DRINKERS
IN THE PICTURE
50
51. IN THE
FOLLOWING
PAGES YOU’LL
SEE SOME
EXAMPLES OF
HOW TO CREATE
ON-BRAND
CONSUMER ADS
THAT FEATURE
OUR SOCIAL
MAVERICKS.
THEY’VE BEEN
PUT TOGETHER
TO DEMONSTRATE
HOW TO TELL
A STORY.
4
5
3
2
1 THEY USE STOCK SHOTS TO GIVE A TASTE
OF THE PHOTOGRAPHIC STYLE AND THE
TARGET AUDIENCE FOR A PARTICULAR
MARKET (IN THIS CASE THE UK). YOU
CANNOT USE THESE STOCK SHOTS, OR ANY
OTHER, IN YOUR ADVERTISING. YOU WILL
NEED TO COMMISSION PHOTOGRAPHY
THAT REFLECTS THE SOCIAL MAVERICK FOR
YOUR LOCAL MARKET – IN TERMS OF AGE,
SEX, ETHNIC GROUP, ETC
EVEN THE SHOTS USED IN THESE EXAMPLES
CAN ONLY ACT AS A GUIDE, AND ARE
CERTAINLY NOT A COMPREHENSIVE
PROFILE OF OUR UK AUDIENCE
YOUR PHOTOGRAPHY BRIEF SHOULD
STRESS THE NEED FOR A STRONG,
DEFIANT AND CONFIDENT STYLE, USING
HIGH CONTRAST WITH DARK HUES AND
DESATURATED COLOURS
THE BOTTLE SHOULD FEATURE
PROMINENTLY IN YOUR COMPOSITION.
DON’T HIDE IT
PLEASE COLLABORATE WITH YOUR
BULLDOG GLOBAL TEAM WHEN
DEVELOPING CONSUMER LED ADVERTISING
WHEN REFERRING TO THESE
EXAMPLES, PLEASE REMEMBER:
51
52. STICK TWO
FINGERS
UP TO
NORMALITY
CONSUMER ADS ARE STORIES OF
DISTINCTIVE INDIVIDUALS, SO
CHOOSE YOUR SUBJECTS WISELY.
MAKE SURE THEY MEET OUR
CONSUMER INSIGHT. THEY’RE PEOPLE
WHO DON’T WANT TO BE DEFINED
OR TYPECAST. THEIR DESIRE TO LIVE
LIFE AS THEY WANT SHOULD BE
IMMEDIATELY APPARENT.
IT’S CRUCIAL TO GET THESE ADS
RIGHT AS IT’S WHERE WE REALLY SEE
THE ‘WE ARE BULLDOG’ ATTITUDE
COME TO LIFE – IN HOW WE LOOK
AND WHAT WE SAY.
CONSUMER ADS
*PLEASE REFER TO OUR BRAND
POSITIONING ON PP. 7-18 FOR
FURTHER INFORMATION
52
53. THE SOCIAL MAVERICK HAS
THEIR OWN WAY OF DOING
THINGS. THEY ARE INSTINCTIVE
AND DEFIANT, WITH THE
CONFIDENCE TO MATCH.
STORIES THAT RESONATE WITH
THEM. THE COPY SHOULD LAND
THE EMOTIONAL AND
SELF-EXPRESSIVE BENEFITS*
THAT ARE CRUCIAL TO OUR
BRAND STRATEGY. AND OF
COURSE WHEN IT COMES TO
THE TONE, IT’S ALWAYS ABOUT
THE ATTITUDE.
CONSUMER ADS
MAKE A
STAND
53
55. WHAT
ARE THEY
DRINKING?
MAKE SURE THE ICONIC, SLEEK
DESIGN OF OUR BOTTLE FEATURES
IN YOUR ADS. DON’T HIDE IT. MAKE
IT SHINE. AND MAKE IT REAL.
CONSIDER THE VERY BEST PLACE TO
SHOWCASE BULLDOG IN YOUR SHOT.
CONSUMER ADS
55
56. THE FOLLOWING PAGES INTRODUCE OUR
MODERN LONDON DRY GIN AND HOW
BULLDOG STANDS APART FROM THE
TRADITIONAL CROWD IN THE CATEGORY.
NOT ONLY WILL YOU FIND DETAILS ON PRODUCT CHARACTERISTICS AND STORY, BUT ALSO THE
SIGNATURE SERVES AND COCKTAILS WE THINK BRING OUR TASTE PROFILE TO LIFE.
Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit. 56
58. STICKING TWO
FINGERS UP
TO TRADITION
WE’VE RE-INVENTED LONDON DRY GIN
AND BLOWN THAT STRONG JUNIPER
TASTE OUT OF THE TONIC WATER –
CREATING A SMOOTH, BALANCED GIN
WITH MULTIPLE LAYERS OF FLAVOUR FOR
MAXIMUM MIXABILITY.
WE START WITH TRIPLE DISTILLED
NEUTRAL GRAIN SPIRIT MADE WITH ONLY
THE FINEST, LOCALLY SOURCED BRITISH
WHEAT AND WATER.
WE THEN DO A FOURTH DISTILLATION
BUT THIS TIME WE ADD OUR BOTANICALS
TO THE POT STILL.
AND THAT’S WHEN THE MAGIC HAPPENS…
THE PRODUCTTHE PRODUCTTHE PRODUCT
Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit. 58
59. Oily juniper and earthy angelica combine with the light citrus
of lemon and coriander to create the perfect base for the
other botanicals to hang from.
START WITH A PERFECT BASE
ANGELICA
Germany
CORIANDER
Morocco
JUNIPER
Italy
LEMON
Spain
We then add a special combination that work together to give
subtle floral notes, extra length and a warming spice.
ADD A LAYER OF COMPLEXITY
ALMOND
Spain
CASSIA
Indo-China
LIQUORICE
China
ORRIS
Italy
These distinctive botanicals blend to add nuttiness,
fruity notes and freshness beyond compare.
FINISH WITH
A LAYER OF DISTINCTION
DRAGON EYE
China
LAVENDER
France
DRAGON EYE LOTUS LEAVES
China
WHITE POPPY
Turkey
YES, WE USE 12
BOTANICALS.
AND YES THEY COME FROM EXOTIC
CORNERS OF THE EARTH BUT THAT’S
NOT OUR SECRET.
WHAT MAKES BULLDOG REALLY SPECIAL
IS HOW WE’VE CRAFTED OUR LIQUID SO
THAT EACH BOTANICAL CAN PLAY ITS
OWN PARTICULAR ROLE IN CREATING OUR
SMOOTH, BALANCED FLAVOUR PROFILE.
Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit.
BULLDOG BOTANICALS
59
60. AFTER THE 4TH DISTILLATION WHICH
INCLUDES THE BULLDOG BOTANICALS,
WE BRING THE LIQUID DOWN TO 40%
CREATING A SMOOTH, BALANCED GIN
WITH MULTIPLE LAYERS OF FLAVOUR
FOR MAXIMUM MIXABILITY.
60
61. BULLDOG IS SMOOTH ENOUGH
TO DRINK ON THE ROCKS.
BOLD ENOUGH TO
PERFECT THE GIN TONIC.
VERSATILE ENOUGH TO
SHAKE UP ANY COCKTAIL.
BULLDOG IS
READY TO MIX
WITH ANYTHING,
SO YOU CAN BE
AS BOLD AND
CREATIVE AS
YOU LIKE
SURPRISINGLY REFRESHING YOUR FIRST
SIP OF BULLDOG GIVES AN UNEXPECTED
CRISP CITRUS RATHER THAN THE USUAL
JUNIPER YOU FIND IN MOST GINS.
BULLDOG’S BALANCED LAYERS OF
FLAVOUR ADD AN EXTRA DIMENSION
TO WHATEVER YOU ARE DRINKING.
IN FACT WE WOULD BE SO BOLD TO SAY
ANYTHING VODKA CAN DO, BULLDOG
DOES BETTER.
WE ENCOURAGE YOU TO EXPERIMENT
TO FIND YOUR PERSONAL FAVOURITE
BUT HERE’S SOME INSPIRATION TO GET
YOU STARTED…
OUR SERVES
Please refer to ‘Trade Story and Drink Strategy’
folder in toolkit for more information 61
62. Ingredients:
2 PARTS BULLDOG GIN
5 PARTS PREMIUM TONIC WATER
Garnish: Lemon and lime wedge
Glass: Copa glass
Tasting Notes: Great marriage between the quinine
and the fresh citrus in BULLDOG
amplified by the addition of citrus fruits.
Method: Fill the copa glass with 6-8 hard
ice cubes.
Add BULLDOG gin and top with the
premium tonic water.
Finish off with the lemon and lime
wedge garnish.
THE
MODERN
GT WE ARE
NOT JUST
ANOTHER GIN
BULLDOG DEFIES THE CONVENTION
OF THE SAME OLD SAME OLD.
OUR LAYERS OF FLAVOUR MAKE US
THE MOST VERSATILE G TO YOUR T.
62
63. STAR ANISE
RASPBERRIES
BERRIES
MINT
LEMON
ORANGE
LIQUORICE
LIME
Cool minty freshness balances with
the sweet berries to completely
revitalise the GT as you know it.
A classic GT with a slice of orange
to compliment the citrus layer
in BULLDOG.
A well balanced mix that brings out
the liquorice and citrus layers in
BULLDOG creating a drink bursting
with flavour.
Waking up the earthy flavours in
BULLDOG with the star anise and
balanced with a few raspberries.
A FEW OF OUR FAVOURITES...
THE MODERN GT
63
64. ULTIMATE
NEGRONI
BULLDOG BRINGS A DISTINCTIVE COMBINATION
OF BOTANICALS TO THE BAR WHICH MEANS WE
MIX WITH ANYTHING SO GIVE MORE NUTS TO
YOUR NEGRONI.
WE’RE READY
FOR ANYTHING
Ingredients:
1 PART BULLDOG GIN
1 PART CAMPARI®
1 PART SWEET VERMOUTH
Garnish: Orange slice
Glass: Tumbler or rocks glass
Tasting notes: Spicy and bittersweet with a long,
aromatic finish.
Method: Place all ingredients into an ice-filled
mixing glass and gently stir for 10-15
seconds to ensure the alcohol dilutes
with the ice.
Pour into a tumbler or rocks glass
and garnish with orange slice.
64
65. Ingredients:
2 PARTS BULLDOG GIN
2-3 DASHES OF ANGOSTURA® BITTERS
5 PARTS PREMIUM SODA WATER
Garnish: Lemon slice
Glass: Hi-ball glass
Tasting notes: Brings out the classic earthy notes
of gin, balanced with the fresh citrus
of BULLDOG ending with a crisp,
dry finish.
Method: Fill hi-ball glass with 6-8 hard ice cubes.
Pour BULLDOG over the ice.
Add 2-3 dashes of Angostura® Bitters.
Top with premium soda water.
Finish off with the lemon slice.
BULLDOG, SODA,
BITTERS AND
LEMON TOO MUCH
FLAB IN YOUR
TONIC BUBBLE?
OUR DISTINCTIVE BUNCH OF BOTANICALS
COMBINE TO GIVE UP AN EXCEPTIONALLY
FRESH AND UNEXPECTED CITRUS FINISH.
PERFECT FOR SIMPLE SODA BARTENDERS’
FAVOURITE BITTERS.
65
66. MARTINI
UP WITH
A TWIST
WE GAVE GIN
A KICK IN THE
BOTANICALS
UP WITH A TWIST, THAT’S HOW WE LIKE IT.
SMOOTH, WITH NO HEAVY JUNIPER, BULLDOG IS
THE PERFECT CONSPIRATOR.
Ingredients:
5 PARTS BULLDOG GIN
1 PART DRY VERMOUTH
Garnish: Lemon twist or olive on a bamboo prism
Glass: 5 oz Martini glass
Tasting notes: Best served bone dry then finished
with a twist of lemon.
Method: Fill up mixing glass with hard ice cubes
and add a few drops of dry Vermouth.
Stir to chill the mixing glass and
discard the ice.
Refill the mixing glass with fresh,
hard ice cubes.
Pour 5 parts BULLDOG gin and stir for
15 seconds to achieve perfect dilution
before pouring into a 5 oz Martini glass.
66
67. BULLDOG
ROCKS
SMOOTHER ON
THE INSIDE
IF YOU THINK THE BOTTLE LOOKS GOOD, YOU
SHOULD TRY WHAT’S INSIDE. BECAUSE UNLIKE
OTHER LONDON DRY GINS BULLDOG HAS MULTIPLE
LAYERS OF FLAVOUR MAKING IT SMOOTH ENOUGH
TO ENJOY ON THE ROCKS WITH A CITRUS WEDGE.
Ingredients:
2 PARTS BULLDOG GIN
Garnish: Grapefruit wedge
(or your favourite citrus)
Glass: Rocks glass
Tasting notes: Unexpectedly smooth and refreshing,
the grapefruit brings out the fresh
citrus notes in BULLDOG.
Method: Fill tumbler or rocks glass with 4-6
hard ice cubes.
Pour BULLDOG over the ice.
Finish off with the grapefruit wedge.
67
68. Ingredients:
2 PARTS BULLDOG GIN
1 PART FRESHLY PRESSED LEMON JUICE
3 DASHES SIMPLE SYRUP
3 PARTS PREMIUM SODA WATER
Garnish: Lemon wheel, sprig of mint
Glass: Hi-ball glass
Tasting notes: Long, lemony cocktail. Sour with a
gentle aroma of sweetness.
Method: Shake all ingredients apart from the
soda water together for 15 seconds.
Pour over cubed ice and crown with
premium soda water into a hi-ball glass.
Finish off with the orange wheel and
sprig of mint.
THE
BULLDOG
TOM
COLLINS
WE DONT MIND IF YOU CALL US JOHN OR TOM
BUT REMEMBER THAT IT IS THE MASH UP
OF OUR CITRUS NOTES WITH OUR DISTINCTIVE
BOTANICALS THAT MAKE US THE
PERFECT COLLINS.
DON’T CALL
ME LEMON
68
69. Ingredients:
2 PARTS BULLDOG GIN
2-3 DASHES ELDERFLOWER CORDIAL
5 PARTS PREMIUM SODA WATER
Garnish: Orange wheel, sprig of rosemary
Glass: Hi-ball glass
Tasting notes: The smell of summer elderflower
complements the natural sweetness
of the Chinese dragon eye to create
a cool, refreshing drink.
Method: Fill hi-ball glass with 6-8 hard
ice cubes.
Pour BULLDOG over the ice.
Add elderflower cordial.
Top with premium soda water.
Finish off with the orange wheel
and sprig of rosemary.
BULLDOG,
SODA AND
ELDERFLOWER DON’T BE
FOOLED
BY THE
COOL, DARK
EXTERIOR
BULLDOG HAS A SWEET SIDE TOO.
EMBRACE IT BY ADDING A LITTLE ELDERFLOWER.
69
70. ZIGGING WHILE ALL OTHERS ZAG,
THE BULLDOG CONSUMER IS RESTLESS.
THEY SEARCH FOR LIKE-MINDED BRANDS TO CREATE MOVEMENTS THEY CAN BE PART OF,
WORLDS THEY CAN BUILD AND CONVERSATIONS THEY CAN LEAD. TAPPING INTO MOMENTS OF
POPULAR CULTURE, BULLDOG CAN OWN THAT CHITTER CHATTER THROUGH COLLABORATORS,
CO-CONSPIRATORS AND A TOPICAL AND NIMBLE APPROACH TO STORYTELLING.
SO THIS TOOLKIT HAS BEEN PROVIDED FOR CONSISTENCY OF MESSAGING ACROSS ALL
TOUCHPOINTS, AS WELL AS THOSE KEY MESSAGES SHOULD YOU FIND YOURSELF STUCK IN A LIFT.
Please refer to ‘PR Support’ folder in toolkit for more information 70
71. A GOOD PR STORY
IS INFINITELY MORE
EFFECTIVE THAN A
FRONT PAGE AD.”RICHARD BRANSON,
Founder of Virgin Group
71
72. WE ARE ALL OUR OWN WORK AND
AS A CHALLENGER BRAND WE
CAN’T OUTSPEND THE BIG GUNS…
LIKE DOLLAR SHAVE CLUB TAKING ON GILLETTE OR BREWDOG TAKING ON
BUDWEISER, BULLDOG NEEDS TO DO THE UNEXPECTED TO GET ATTENTION.
1 BE TOPICAL AND NIMBLE IN THOUGHT AND
DEED BRINGING OUR MODERN GIN POSITIONING
TO LIFE IN THE REAL WORLD.
2 WIN MINDSHARE – CREATE BUZZ SO LOUD THE
SOCIAL MAVERICK COULDN’T TURN DOWN
THEIR MOBILE SPEAKER IF THEY TRIED.
3 ATTRACT CO-CONSPIRATORS AND LIKE-MINDED
BRANDS TO BRING THE ‘WE ARE BULLDOG’
ATTITUDE TO LIFE THROUGH COMPELLING
STORYTELLING IN A CONNECTED WORLD.
THREE
OBJECTIVES
WHY BOTHER?
72
73. WE ARE
BULLDOG.
WE’VE ALREADY TOLD YOU THAT THESE 3
WORDS SUM UP OUR VOICE BUT THEY ALSO
DIRECT WHERE WE ARE GOING ACROSS
EVERYTHING WE DO (AND WE DO MEAN
EVERYTHING).
NO BULLSH*T
ATTITUDE
WE SAY IT HOW IT IS AND ALWAYS WITH
A BRITISH ACCENT.
WE ARE BOLD,
CONFIDENT
AND COMMANDING
SO WE KEEP COPY SHORT AND TO THE POINT.
WE SURPRISE
AND DISRUPT
LIKE OUR CONSUMERS, WE HAVE A POINT OF
VIEW AND WE AREN’T AFRAID TO SAY IT OR
JOIN THE CONVERSATION.
WE ARE INTELLIGENT
AND INSIGHTFUL
SO WE STAY TRUE TO OUR POINT OF VIEW AND
WE MIGHT REPEAT OURSELVES.
WE USUALLY DO
THE UNEXPECTED
IF ANOTHER GIN OR VODKA BRAND IS
INVOLVED YOU WONT FIND US THERE AND IF
YOU DO WE’LL BE CAUSING A STIR.
WE ARE GUIDED BY INSTINCT
NOT BY PRINCIPLES.
73
74. BEING A
CHALLENGER
BRAND IN
THOUGHT
AND DEED
BULLDOG should always be ahead of the rest –
pre-empt trends and have a voice on them.
Put a spotlight and get involved with people and
events that support the up and coming.
Slide BULLDOG into relevant conversations with
social mavericks and not just those associated with
drink, but also those who have a point of view on
something they care about.
IT’S TIME
TO PUT UP
A FIGHT
1.
BULLDOG PR IS A POWERFUL VEHICLE
TO EXPRESS THE ‘WE ARE BULLDOG.’
ATTITUDE AND DELIVER OUR POINT
OF VIEW ON THE WORLD OF GIN AND
WHITE SPIRITS.
PLACE BULLDOG IN FRONT OF THE RIGHT MEDIA
TALKING ABOUT THE RIGHT TOPICS TO ENSURE
BULLDOG GETS ITS POINT OF VIEW ACROSS.
74
75. WINNING
MINDSHARE
AND
CREATING
BUZZ
TO WIN MINDSHARE AMONGST OUR SOCIAL
MAVERICKS AND TRADE INFLUENCERS IS
TO TELL A STORY AND TO TELL THAT STORY
CONSISTENTLY THROUGH A STEADY STREAM OF
RELEVANT, RICH AND ENGAGING CONTENT.
It starts with your social maverick – what are
their sweet spots in fashion, music, art, design,
photography, bartending or film. Remember dig
deep here, get into the nitty gritty of what they
really want.
Identify media partnerships that are relevant to your
local social maverick, ensure they live the BULLDOG
spirit and collaborate for an editorial match
made in heaven.
Liquid to lips – look for event partners so you can
not only capture content but ensure everyone gets
surprised by our smooth and versatile liquid.
2.
75
76. MEDIA PARTNERS
EVENT PARTNERS
NEWS INTERNATIONAL
Major news corporation with no one tone of
voice or personality.
GOOD MORNING AMERICA
Family focused, plays it safe.
OK!
Celebrity focused magazine with no strong
opinions or disruptive behaviour.
NATIONAL TELEVISION AWARDS
Wrong audience, family focused, lower quality
celebrity.
GRAMMY AWARDS
Very traditional awards format, focused on
major players in the acting world.
MISS WORLD
Does not champion individuality.
HUNGER TV
Always look at content in a different way. Don’t take themselves too seriously.
INTERVIEW
Founded by leading art figure Andy Warhol, Aspirational - originally only
distributed to the ‘in crowd’.
GQ
Chose to take on Esquire to beat them as the most famous men’s lifestyle title.
LONDON COLLECTIONS: MEN
Celebrates all things British and up and coming. Embraces entrepreneurial spirit
and originality of new designers.
TRIBECA FILM FESTIVAL
Celebrates and supports emerging film talent.
GLAAD MEDIA AWARDS
Celebrating diversity and championing the underdog.
WE’RE LESS
INCLINED TOWARDS
WE’RE LESS
INCLINED TOWARDS
WE SPEND TIME WITH...
WE SPEND TIME WITH...
76
77. IDENTIFY LIKE-MINDED BRANDS AND
INFLUENCERS THAT BRING THE ‘WE ARE
BULLDOG’ ATTITUDE AND PERSONALITY TO LIFE
THROUGH EXPERIENCES CREATING POWERFUL
STORIES WITHIN OUR CONSUMER SWEET SPOTS.
WORD OF MOUTH (WOM TO US) IS ESSENTIAL
FOR BUILDING A CHALLENGER BRAND.
ENCOURAGING BUZZ THROUGH UNIQUE
EXPERIENCES WILL HELP US DRIVE DEEPER
ENGAGEMENT AND CREATE CONSUMER DEMAND.
OUR PARTNERS...
ARE PREMIUM LIKE OUR GIN.
PUSH CREATIVE BOUNDARIES AND
HAVE A DIFFERENT VIEW ON THE
TRADITIONAL.
ALIGN WITH WE ARE BULLDOG
ATTITUDE VALUES.
ARE RELEVANT TO SOCIAL
MAVERICK AND PREMIUM GIN /
VODKA AUDIENCE.
GIVE MEDIA A REASON TO LOVE
AND TALK ABOUT BULLDOG.
STORYTELLING
3.
77
78. THEY WILL
BE DOING SOMETHING / BE LIVING A LIFE
THAT DEFIES CONVENTION.
HAVE THEIR OWN SPHERE OF INFLUENCE.
BE ACTIVE ON SOCIAL MEDIA.
LIVE / WORK / HAVE PRESENCE IN THE
IDENTIFIED TARGET URBAN AREAS.
BE HAPPY TO ACT AS ‘CONSUMER
AMBASSADORS’ RATHER THAN SEE
IT AS A JOB.
A BULLDOG INFLUENCER IS SOMEBODY WHO
EMBODIES THE ‘WE ARE BULLDOG.’ SPIRIT. THEY ARE
LIVING THEIR LIFE THEIR WAY OR DOING SOMETHING
THAT DEFIES CONVENTION IN FASHION, MUSIC, ART,
DESIGN, PHOTOGRAPHY, BARTENDING OR FILM.
PUT IT THIS WAY,
IF ANY OTHER GIN
OR VODKA BRAND
COULD WORK WITH
THEM THEY’RE
NOT RIGHT FOR
BULLDOG.
Please refer to ‘Influencers and Social Media’ folder in
toolkit for more information 78
79. BRAND PARTNERS
INFLUENCERS
DAVID BECKHAM, FOOTBALLER, MODEL
Doesn’t have much to say, doesn’t like to
create controversy.
KYLIE MINOGUE, SINGER
Too ‘pop’, too established,
wrong audience.
COLDPLAY, MUSIC ARTIST
No longer challenging with their music in recent
years as they try to appeal to the masses.
NICK KNIGHT, PHOTOGRAPHER
Pushing boundaries in the creative space, getting audiences to think again about
what they are looking at.
NOEL CLARKE, ACTOR, DIRECTOR
Wrote, directed and starred in Adulthood and Kidulthood and carved the way
for young black aspiring actors and writers.
DISCLOSURE, MUSIC ARTIST
Used classical music degree to create tracks for a new generation and
uploading to Myspace.
WE’RE LESS
INCLINED TOWARDSWE SPEND TIME WITH...
GAP
Safe, very American in style, doesn’t feel
identifiable.
HILTON
Too large and established, experience offered
isn’t special or unique.
PAUL SMITH
Talks to dad not our social maverick. Once
iconic now just ubiquitous.
FARFETCH
Championing emerging fashion talent.
SOHO HOUSE
Championing creative industry and its spirit.
ALEXANDER MCQUEEN
The maverick of British fashion. Clothed Bowie and Kate Moss.
WE’RE LESS
INCLINED TOWARDSWE SPEND TIME WITH...
79
80. WE’VE CREATED A
SMOOTH BALANCED
GIN WITH
MULTIPLE LAYERS
FOR MAXIMUM
MIXABILITY AND
A CITRUS NOTE WE
LIKE TO MAKE THE
MOST OF
WE NEED TO GIVE MEDIA A STORY. ONE
THAT SPARKS THE IMAGINATION.
WE DO THIS BY PROVIDING A NEW CHAPTER
IN THE GIN STORY THROUGH OUR MODERN
INTERPRETATIONS OF OLD CLASSICS.
Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit for more information. 80
81. THE
MODERN
GT
ULTIMATE
NEGRONI
BULLDOG,
SODA,
BITTERS AND
LEMON
MARTINI UP
WITH
A TWIST
THE BULLDOG
TOM COLLINS
WE’VE SELECTED SERVES THAT
DEMONSTRATE OUR DISTINCTIVE
CHARACTER AND MAKE US STAND
OUT FROM THE CROWD
REFER TO THE DRINKS IN THE PRODUCT SECTION FOR MORE DETAIL.
Please refer to PR support folder for more information 81
82. 1 1
2 2
3
4
3
BULLDOG OFFERS SMOOTH YET COMPLEX
FLAVOURS THAT PROVIDE SUPREME
MIXABILITY THAT THE NEW WAVE OF GIN
DRINKERS ENJOY – WITHOUT THE HEAVY
JUNIPER TASTE THAT THEY DO NOT.
A LONDON DRY GIN WITH A MODERN TWIST,
BULLDOG HAS A DISTINCTIVE FLAVOUR WITH
REFRESHINGLY CRISP CITRUS NOTES AND A
SUPREMELY BALANCED FINISH, RENDERING
IT THE MOST VERSATILE GIN ON THE MARKET.
BULLDOG IS MADE USING 12 BOTANICALS
COMING FROM 8 DIFFERENT COUNTRIES
INCLUDING DRAGON EYE AND LOTUS LEAVES
FROM CHINA AND WHITE POPPY FROM
TURKEY. THEY ARE SOURCED FROM THE
SAME REGIONS EACH YEAR GUARANTEEING
QUALITY AND CONSISTENCY.
THE BULLDOG BOTANICALS ARE CAREFULLY
SELECTED FOR WHAT EACH OF THEM CAN
ADD TO THE OVERALL FLAVOUR. IN TRUE
BRITISH STYLE WE BRAZENLY CRAFT
OUR LIQUID SO EACH BOTANICAL CAN
SHINE THROUGH AND CREATE LAYERS OF
COMPLEXITY RESULTING IN OUR SMOOTH,
BALANCED FLAVOUR PROFILE.
BULLDOG HAS RE-INVENTED LONDON DRY
GIN AND BLOWN THAT STRONG JUNIPER
TASTE OUT OF THE TONIC WATER – CREATING
A SMOOTH, BALANCED GIN WITH MULTIPLE
LAYERS OF FLAVOUR FOR MAXIMUM
MIXABILITY. WE ARE NOT THE SAME OLD GIN.
BULLDOG HAS TWELVE BOTANICALS BUT
FOR US IT’S NOT ABOUT THE NUMBERS IT’S
ABOUT HOW THEY EACH PLAY THEIR PART IN
CREATING A SMOOTH BALANCED GIN WITH
MULTIPLE LAYERS FOR MAXIMUM MIXABILITY.
BULLDOG GIN IS SMOOTH ENOUGH TO DRINK
ON THE ROCKS, BOLD ENOUGH TO PERFECT
THE GIN TONIC AND VERSATILE ENOUGH
TO SHAKE UP A COCKTAIL.
TRADE CONSUMERHERE’S THE
TOP THINGS
WE NEED
YOU TO SAY…
STUCK IN A LIFT?
82
83. IT’S NOT JUST ABOUT ‘LIKES’ IT’S MORE
ABOUT ‘LOVES’ – BULLDOG FIGHTS HARD
IN NUMBERS SO NOW IT’S TIME TO DRIVE
CONVERSATIONS AND SHARE STORIES.
THIS SOCIAL FRAMEWORK IS TO ASSIST THE DELIVERY OF DIGITAL CONTENT FOR BULLDOG
GLOBALLY. THIS IS A WORK IN PROGRESS BUT IN THE MEANTIME HERE ARE A FEW THOUGHTS ON
THE APPROACH TO SOCIAL, THE TONE OF VOICE AND ALSO SOME GENERAL GUIDELINES.
83
84. BULLDOG HAS A GLOBAL WEBSITE
BUT IT’S NOT QUITE AS BOLD AND
PROVOCATIVE AS WE WOULD LIKE
AND OUR SOCIAL CHANNELS AREN’T
THE FRIENDLIEST OR MOST ENGAGING
SO WE’RE WORKING ON IT.
IN THE MEANTIME HERE’S SOME
GUIDELINES ON LEVERAGING SOCIAL
AND WHY WE SAY, ALONGSIDE
PR AND DRIVING TRIAL, SOCIAL
STORYTELLING IS A GLOBAL PRIORITY
FOR BULLDOG.
84
85. WE
RECOMMEND
THESE 3
THINGS
FOR SOCIAL
STAND OUT
AMPLIFY BRAND EXPERIENCE1
2
3
SPEAK THEIR LANGUAGE
GIVE THEM A PLATFORM
BULLDOG SOCIAL
FRAMEWORK
#BULLDOG #BULLDOGGIN @BULLDOGGIN
#WEAREBULLDOG AND/OR CAMPAIGN HASHTAG
AMPLIFY EVENTS TO TELL A FULL STORY: PRE- DURING AND POST.
CREATE CONTENT THAT EXPANDS THE BRAND CREDENTIALS.
ENCOURAGE SHARING.
BEHAVE GENEROUSLY AND CONVERSE REGULARLY.
REACT AND HAVE A POINT OF VIEW ON CONVERSATIONS AND EVENTS
HAPPENING NOW THAT BRING BULLDOG ATTITUDE TO LIFE.
CONSISTENCY OF BRAND TONE OF VOICE.
DEVELOP ACTIVITY THAT CELEBRATES AND FACILITATES SOCIAL
MAVERICKS TO CREATE CONTENT AND EXPERIENCES THAT BULLDOG
CAN OWN AND AMPLIFY.
85
86. AND IT’S THREE
WORDS FOR A
REASON.
IT’S CONFIDENT.
TO THE POINT.
TAKE IT OR LEAVE IT, IT’S WHO WE ARE.
WE ARE A DEFIANT BREED.
WE ARE MODERN BRITAIN.
WE GO AGAINST CONVENTION AND TRADITION.
WE’RE NOT FLOWERY OR OVER-FRIENDLY.
WE’RE NOT SILLY OR SHOUTY.
WE ARE BULLDOG.
WE TELL IT LIKE IT IS.
WE KEEP IT SHORT.
WE’RE NOT RUDE OR AGGRESSIVE.
WE JUST HAVE AN OPINION AND WE SHARE IT.
IF WE LIKE SOMETHING, WE TELL PEOPLE.
IF WE DON’T LIKE SOMETHING, WE TELL PEOPLE.
WE NEVER TALK FOR THE SAKE OF IT.
VWE EDIT EVERYTHING WE WRITE.
DO WE NEED THAT WORD?
WHAT IS IT ADDING?
IF THE ANSWER’S NOTHING, WE DELETE IT.
SHORT = GOOD.
YES, IT’S A NEW WAY OF DOING THINGS.
BUT WE’VE ALWAYS DEFIED CONVENTION.
WE ARE BULLDOG.
THE
BULLDOG
GUIDE TO
SOCIAL
MEDIA
POSTS
THE WAY WE TALK ABOUT
BULLDOG IS CHANGING
SLIGHTLY.
BUT HOW?
AND INTO WHAT?
IT’S SUMMED UP IN THREE
WORDS...
WE ARE BULLDOG.
86
87. VISUAL IDENTITY
STYLE
THE STYLE MUST ALWAYS STRIVE TO REFLECT THE
BRAND GUIDELINES AND CHARACTERISTICS. BLACK
AND WHITE, BOLD, URBAN. IMAGES SHOULD FEEL
AUTHENTIC AND REAL VS. OVER STYLISED AND HAVE
A PHOTOGRAPHIC FEEL. THE BOTTLE AS AN ICONIC
IMAGE IN ALL SHOTS – WHETHER PRODUCT OR
CONSUMER LED.
CREATE STANDOUT BY USING VIDEO AND DISRUPT
THE USERS BEHAVIOUR, CAUSING THEM TO PAY
ATTENTION.
STYLE ACCORDING TO THE SOCIAL CHANNEL BEING
USED AND TELL THE STORY.
PEOPLE AND PLACES
IMAGES SHOULD PORTRAY OUR SOCIAL MAVERICK,
IN THEIR ENVIRONMENT, AND INCLUDE A RANGE
OF SOCIAL ENVIRONMENTS WHERE THEY ENJOY
BULLDOG AS WELL AS WHERE THEY LIVE LIFE/
PRODUCT
LEVERAGE ICONIC IMAGES OF THE BOTTLE AND
COCKTAILS TO INCREASE LEVEL OF BRAND
DESIRABILITY.
TONE OF VOICE
REACT TO CONVERSATION AND THE MEDIA
AGENDA AND ADDRESS THE BULLDOG OPINION ON
IMPORTANT SOCIAL ISSUES. ALTER THE COPY SO IT’S
SHORTER AND BOLDER IN TONE.
COPY SHOULD INSPIRE AUDIENCE TO REACT AND SHARE.
A FEW OTHER HINTS TIPS
AND ENSURING THAT BULLDOG IS CONSISTENTLY
PORTRAYED IN THE DIGITAL ENVIRONMENT AND
ACROSS THE RIGHT CHANNELS.
THIS SECTION
PROVIDES GENERAL
GUIDELINES IN
APPROACHING
SOCIAL MEDIA
GENERAL RULES
IN NO WAY PROMOTE OR ACCEPT
IMMODERATE CONSUMPTION.
AVOID PHRASES THAT REFER DIRECTLY OR
INDIRECTLY TO INCREASED CONSUMPTION.
LIVE DEFIANTLY, DRINK RESPONSIBLY.
DO NOT GIVE OUT SALES DATA OR PROFITS.
DO NOT TALK ABOUT THE COMPETITION. WHERE IT
BECOMES NECESSARY, WE APPRECIATE THE WORK
AND RESPECT THE PROPOSALS OF
OUR COMPETITORS.
87
88. WE WORK WITH OUR GLOBAL
PARTNERS TO ENSURE BULLDOG DOES
THINGS RESPONSIBLY WHILST STILL
DEFYING CONVENTIONS
AS A MAJOR PARTNER FOR BULLDOG, THE NEXT PAGES REFLECT THE CSR AND BRAND RULES OF
CAMPARI® TO ENSURE WE ARE COMPLIANT WHILST DOING THINGS OUR WAY.
88
89. BRAND RULES
COMMERCIAL COMMUNICATION SHALL: BE LEGAL, DECENT, HONEST,
TRUTHFUL AND CONFORM TO GOOD BUSINESS PRACTICE; BE PREPARED
WITH A DUE SENSE OF SOCIAL RESPONSIBILITY AND BE BASED ON
PRINCIPLES OF FAIRNESS AND GOOD FAITH; AND SHALL NOT IN ANY
CIRCUMSTANCES BE UNETHICAL OR OTHERWISE IMPUGN HUMAN DIGNITY
AND INTEGRITY.
GRUPPO CAMPARI COMMITTMENT
GRUPPO CAMPARI TAKES ITS COMMITMENT TO THE RESPONSIBLE SALE
AND MARKETING OF ITS PRODUCTS VERY SERIOUSLY. GRUPPO CAMPARI
RECOGNIZES THAT EXCESSIVE OR IRRESPONSIBLE CONSUMPTION OF
ALCOHOLIC BEVERAGES MAY HAVE PERSONAL, SOCIAL OR HEALTH
CONSEQUENCES. THE PURPOSE OF THIS (INTERNAL) CODE IS TO ENSURE
THAT GRUPPO CAMPARI COMMERCIAL COMMUNICATIONS SHALL NOT
ENCOURAGE ABUSE OR EXCESSIVE CONSUMPTION OF ALCOHOL OR
CONDONE ANY KIND OF MISUSE. GRUPPO CAMPARI SHALL ENCOURAGE
CONSUMERS, OF LEGAL DRINKING AGE, TO ENJOY GRUPPO CAMPARI’S
PRODUCTS IN MODERATION AND IN A RESPONSIBLE MANNER. GRUPPO
CAMPARI SHALL NOT PROMOTE, ENCOURAGE OR TOLERATE EXCESSIVE
CONSUMPTION AND NOR SHALL GRUPPO CAMPARI ENCOURAGE OR
UNDERTAKE ANY ACTIVITY WHICH MAY RESULT IN A NEGATIVE SOCIAL
IMPACT. WHEN MARKETING, PROMOTING AND COMMUNICATING GRUPPO
CAMPARI PRODUCTS, THE HIGHEST LEVELS OF CORPORATE INTEGRITY
AND SOCIAL RESPONSIBILITY SHALL BE MAINTAINED AT ALL TIMES.
TO THIS SCOPE, ALL EMPLOYEES INVOLVED IN MARKETING ACTIVITIES
AND ALL EXTERNAL MARKETING BUSINESS PARTNERS - INCLUDING
SPONSORS- NEED TO BE INFORMED OF THIS CODE.
COMMERCIAL COMMUNICATIONS
COMMERCIAL COMMUNICATIONS ARE DEFINED AS: “ALL BRAND
ADVERTISING OR MARKETING COMMUNICATIONS TO CONSUMERS
REGARDLESS OF THE MEDIUM USED” (E.G. PRINT, TV, CINEMA, INTERNET,
NEW TECHNOLOGIES AND SPONSORSHIP). DUE TO ITS PECULIARITIES,
SPECIFIC RULES ABOUT DIGITAL MARKETING HAVE BEEN HEREWITH
INCLUDED.
MISUSE
COMMERCIAL COMMUNICATIONS SHALL NEVER DEPICT SITUATIONS
SUGGESTING EITHER AN UNHEALTHY ATTACHMENT OR AN ADDICTION
TO ALCOHOL, OR THE BELIEF THAT RESORTING TO ALCOHOL CAN
SOLVE PERSONAL PROBLEMS. COMMERCIAL COMMUNICATIONS SHALL
NEVER LEAD THE PUBLIC TO BELIEVE THAT THE CONSUMPTION OF
ALCOHOLIC BEVERAGES CONTRIBUTES TO MENTAL, PHYSICAL OR
SEXUAL EFFICIENCY OR THAT NOT CONSUMING ALCOHOL LEADS TO
PHYSICAL, PSYCHOLOGICAL OR SOCIAL INFERIORITY. COMMERCIAL
COMMUNICATIONS SHALL AVOID ANY ASSOCIATION WITH, ACCEPTANCE
OF, OR ALLUSION TO DRUG CULTURE. COMMERCIAL COMMUNICATIONS
SHALL NEVER ENCOURAGE THE EXCESSIVE, UNCONTROLLED
CONSUMPTION OF ALCOHOLIC BEVERAGES AND SHALL NEVER DEPICT
SOBRIETY AND ABSTEMIOUSNESS AS A NEGATIVE VALUE.
ALCOHOL AND YOUNG PEOPLE
COMMERCIAL COMMUNICATIONS SHALL NOT TARGET OR REFER TO
MINORS (THOSE YOUNG PEOPLE WHO ARE NOT OF LEGAL DRINKING
AGE IN THE COUNTRY WHERE THE COMMERCIAL COMMUNICATION IS
LAUNCHED), EVEN ONLY INDIRECTLY, OR DEPICT MINORS CONSUMING
ALCOHOL. COMMERCIAL COMMUNICATIONS SHALL ONLY PROMOTE
CAMPARI PRODUCTS IN PRINT AND BROADCAST MEDIA FOR WHICH
AT LEAST 70% OF THE AUDIENCE ARE REASONABLY EXPECTED TO
BE ADULTS (I.E. ABOVE THE LEGAL DRINKING AGE). THEY SHALL NOT
PROMOTE CAMPARI PRODUCTS IN PRINT AND BROADCAST MEDIA FOR
WHICH MORE THAN 30% OF THE AUDIENCE IS KNOWN OR REASONABLY
EXPECTED TO BE MINORS. COMMERCIAL COMMUNICATIONS SHALL ONLY
FEATURE MODELS AND ACTORS WHO ARE AT LEAST 25 YEARS OF AGE.
COMMERCIAL COMMUNICATIONS SHALL NOT USE OBJECTS, IMAGES,
MUSIC AND CHARACTERS (EITHER REAL OR FICTITIOUS, INCLUDING
CARTOON FIGURES) OF PRIMARY APPEAL TO MINORS.COMMERCIAL
COMMUNICATIONS SHALL NOT USE BRAND IDENTIFICATION SUCH AS
NAMES, LOGOS, GAMES, GAME EQUIPMENT OR EITHER ITEMS WHICH
PRIMARILY APPEAL TO MINORS.
ALCOHOL CONTENT
COMMERCIAL COMMUNICATIONS SHALL NEVER STRESS THE ALCOHOLIC
STRENGTH OF CAMPARI PRODUCTS AS THE MAIN THEME OF THE
ADVERTISEMENT.
DRINKING AND DRIVING
COMMERCIAL COMMUNICATIONS SHALL NOT SUGGEST THAT THE
CONSUMPTION OF BEVERAGES IS ACCEPTABLE BEFORE OR WHILE
DRIVING MOTOR VEHICLES OF ANY KIND.
HAZARDOUS ACTIVITIES
COMMERCIAL COMMUNICATIONS SHALL NOT SUGGEST THAT THE
CONSUMPTION OF BEVERAGES IS ACCEPTABLE BEFORE OR WHILST
OPERATING POTENTIALLY DANGEROUS OR HAZARDOUS MACHINERY.
89
90. CSR INFORMATION
GRUPPO CAMPARI’S POSITION ON
CORPORATE SOCIAL RESPONSIBILITY.
GRUPPO CAMPARI IS A MAJOR PLAYER IN THE GLOBAL BRANDED BEVERAGE
INDUSTRY AND BASES ITS LONG TRADITION AND SUCCESS ON A RICH PORTFOLIO
THAT SPANS THREE BUSINESS SEGMENTS: SPIRITS, WINES AND SOFT DRINKS.
SPIRITS AND WINE HAVE BEEN ENJOYED BY CONSUMERS FOR CENTURIES. WHEN
TAKEN RESPONSIBLY, AS THEY ARE BY THE VAST MAJORITY OF PEOPLE, SPIRITS
AND WINE FORM PART OF A BALANCED AND HEALTHY LIFESTYLE.
GRUPPO CAMPARI CONDEMNS EXCESSIVE AND UNDERAGE DRINKING. WE
ARE CONCERNED ABOUT ITS NEGATIVE EFFECTS ON OUR DAILY LIVES (E.G.
UNDERAGE DRINKING, DRINKING AND DRIVING, ALCOHOL RELATED ILLNESSES,
AND IRRESPONSIBLE ATTITUDES), WHICH ALSO CAUSES A NEGATIVE IMAGE AND
DAMAGES THE RESPECTABILITY OF OUR INDUSTRY.
GRUPPO CAMPARI IS A MEMBER OF VARIOUS ORGANIZATIONS THAT PROMOTE
RESPONSIBLE DRINKING PROGRAMMES AND EDUCATION. FOR MORE INFORMATION
PLEASE FOLLOW THIS LINK TO GRUPPO CAMPARI’S DEDICATED WEBSITE SECTION:
HTTP://WWW.CAMPARIGROUP.COM/EN/GROUP/SECTOR.JSP
GRUPPO CAMPARI WOULD LIKE TO REMIND EVERYONE THAT IS ILLEGAL TO SELL,
DISTRIBUTE OR GIVE ALCOHOLIC BEVERAGES TO PEOPLE NOT OF DRINKING LEGAL
AGE EVEN IF SAID PRODUCT IS OF LOW ALCOHOL CONTENT. PLEASE CHECK LOCAL
LAWS TO FIND OUT WHAT THE DRINKING LEGAL AGE IS IN YOUR COUNTRY.
ADDITIONALLY, GRUPPO CAMPARI REMINDS ITS EMPLOYEES AND ASSOCIATES
TO AVOID DRIVING AFTER CONSUMING ALCOHOLIC BEVERAGES EXCEEDING THE
PERMITTED LOCAL LAWS QUANTITY.
LIVE DEFIANTLY.
DRINK RESPONSIBLY.
90
