The Botanist gin makes TV debut with Super Bowl ad urging hospitality support
Rémy Cointreau-owned Islay gin brand The Botanist has made a major investment in its first ever TV spot with an ad campaign set to air during the Super Bowl this Sunday 13 Feburary. You can watch a teaser of the ad campaign right here.
The commercial will shine a spotlight on the ongoing plight of the hospitality industry during the coronavirus pandemic, amid rolling lockdowns, economic uncertainty and forced closures.
The Botanist gin, which is made at the B-Corp certified Bruichladdich Distillery on Islay, is partnering with the Independent Restaurant Coalition (IRC) on the project, and aims to aid independent bars, restaurants and other venues as they fight for survival.
The campaign, titled The Spirit of Community, was created with film production firm Blacksmith & Jones, per The Drum.
Watch a teaser for the Superbowl ad campaign below:
“The inspiration behind this spot is really in line with the name of our campaign, ‘The Spirit of Community,’“ Ian McLernon, president and chief executive at Rémy Cointreau, Americas commented per The Drum. “Bruichladdich Distillery… is one of the few distilleries in the world to be B Corp certified. The distillery believes in using business as a force for good, putting people and purpose in line with profit.”
The full commercial, which will air during Super Bowl LVI this Sunday 13 February, aims to drive viewers to saverestaurants.com to support the IRC’s work on behalf of the industry.
“We are hoping that this campaign drives mass awareness of the fact that two years into the pandemic, bars and restaurants across the US still need everyone’s help,” McLernon added.
We have covered the ongoing plight of the hospitality industry throughout the coronavius pandemic. In the UK, the drinks sector has urged the government to cut VAT, claiming that the move could save the government £4.6 billion and create a quarter of a million jobs in the next decade.
Read More: Valentine’s Day and Super Bowl set to boost US on-trade.