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The Perfect Swerve – You’ll Want to Jump on This New Irish Gin Campaign

Jawbox Small Batch Gin, the award-winning Irish gin brand has launched a new campaign as it readies itself for further international export in 2018.

#ThePerfectSwerve campaign will be live from today across online and offline channels including social media, website, content marketing, point-of-sale and more.

Designed by internationally-acclaimed agency Drinksology, best known for its work with The Dead Rabbit and BlackTail, #ThePerfectSwerve campaign invites consumers to ‘swerve’ the ordinary, favour the unusual and experience life to the fullest. The objective of the campaign is to drive awareness of the brand’s preferred serve, gin with ginger ale and a garnish of lime.

The novel campaign takes a tongue-in-cheek pop at tonic water, inviting consumers to ignore the predictable, turn off the repetitive and shun the mundane. Everyday moments like washing the car and visiting the in-laws are referenced to showcase the opportunities that exist to ‘swerve the ordinary’ everyday.

The eye-catching creative is bold in colour with tangy, bright orange and electric blue leading the theme, allowing the brand to stand out in a variety of formats such as in-store POS, on-trade POS and OOH. The playful and relatable content will allow the brand to engage with the consumer effectively through content marketing and traditional PR positioning Jawbox Small Batch Gin as an unpretentious and confident brand.

#ThePerfectSwerve campaign aims to increase visibility and awareness of Jawbox Small Batch Gin across Europe and the US, whilst reach is also imminent in Canada, Australia and South Africa. Despite the gin renaissance and the category’s unprecedented growth, Jawbox Small Batch Gin believes the opportunity exists to convert further consumers to gin drinkers.

Founder Gerry White says, “Our consumer research and intel from our brand ambassadors leads us to believe there is an opportunity to generate interest and convert current non-gin drinkers. Often-times people think they dislike gin when in fact they do like gin, but they dislike the bitter properties of tonic water.

“#ThePerfectSwerve campaign is the perfect blend of enticing and educational content and will bridge the gap that exists between our brand, non-gin drinkers and those looking to experience something original in a saturated category. Gin is exceptionally competitive but Drinksology has devised a campaign that we believe will evoke feelings of spontaneity and freedom amongst consumers, ultimately liberating them to try something new.”

To discover more about Jawbox Small Batch Gin or to view the new campaign visit @JawboxGin on social media or

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