Warner Leisure Hotels came up with a novel way of tapping into the over-50s market lately, with the launch of their anti-ageing gin, aptly named ‘Anti-aGin’. And no, it’s not an April Fool.
Looking to reach a younger audience than they’d normally attract, the hotel chain launched a campaign to show they didn’t take life too seriously, and after discovering the target demographic had a shared loved of gin (following sales data from their bar and restaurants nationwide and external research), the hotelier entered the UK’s anti-ageing scene with a bang.
Teaming up with Bompass & Parr, Anti-aGin was crafted with edible collagen and a mix of anti-oxidant botanicals and stocked in Warner Leisure Hotels across the UK, as well as online retailer, Drinksupermarket.co.uk.
Anti-aGin; the world’s first anti-ageing gin received over 1,000 pieces of global coverage in four weeks including The Times, Yahoo!, ITV.com, BBC Radio, GQ online, New Day, Mashable, AP, Heart Radio, The Daily Telegraph, The Huffington Post, Marie Claire,Mashable, The Metro and The Evening Standard. Even the Kardashian’s Scott Disick was talking about the launch.
All Anti-aGin stocked through DrinkSupermarket.co.uk sold out in 24 hours leading to emergency orders to meet demand.
Marc Caulfield, Head of Marketing for Warner Leisure Hotels, said, “This is the best piece of work in any marketing field I have seen in a very long time. It’s my favourite campaign to date, and I have drunk so much Anti-aGin that I can no longer get served!”