INSIGHT
Bulldog Gin was looking to re-invent itself after joining the ranks of the Campari Group. Gin is a very polarizing spirit, as the traditional mix of botanicals are far from subtle. Gin has always begged for a mixer, becoming the prefix of a cocktail rather than the star. Gin & Tonic, Gin Rickey, Gin Gimlet, the list goes on. But Bulldog is a different kind of Gin. It’s unique mix of botanicals make it not only fantastic in a cocktail, but it’s also a surprisingly refreshing beverage when served with nothing more than a good piece of ice.
IDEA
To push against the conventions in the category and establish Bulldog as a spirit like no other we wanted to create a jarring visual that took the idea of the “G&T” and literally tossed it out on its glass. Bulldog, upon realizing it had been watered down with tonic, forcibly ejects the offending liquid to reveal a perfectly proportioned Gin on the Rocks. Like the tagline says, it’s in a glass of its own.
