Paloma Faith heads up flavoured Boë Gin’s new social ad campaign

UK artist Paloma Faith is fronting a new advertising campaign for Scottish flavoured gin Boë, weeks after the brand’s parent owner revealed just how lucrative its brightly coloured gins have become.

Starring in the brand’s new advert, as well as lending her name to a signature serve – “Paloma’s Boë” – a passionfruit flavoured spiced margarita – Faith is “bringing her distinctive and vibrant style to celebrate the ‘gin on everyone’s lips”, according to a statement from the company. The cocktail will be available in on-trade outlets that stock the brand’s passionfruit-flavoured gin.

Boë Gin  is owned by VC2 Brands, which also produces Stivy’s vodka liqueur, and recently sold its beer business, Black Wolf, to rival Isle of Skye brewing.

Results filed with Companies House last month show Boë Gin’s revenues reached £8.5 million between March 2018 and February 2019.

The company said this meant it ended the financial year with an increase of more than £1.1 million on operating profits compared with last year.

Paloma will appear in a 30 second video on Boë Gin’s social media channels.

Boë Gin director Andrew Richardson said the Picking up the Pieces singer is the “perfect fit” for the brand.

“Sophisticated and yet stand out, and we are really excited to have her be a part of our biggest campaign to date. Her unique and authentic style is recognised the world over and gives us a great opportunity to introduce our flavoured gins to a bigger audience.”

Speaking about the activity, Faith said: “I’m really excited to be an ambassador for Boë Gin – and to have my own delicious signature cocktail. With their colourful, flavourful range of gins, Boë is the perfect choice for those who are happy to stand out from the crowd and like to live life with a splash of vibrant colour.”