Keen to explore how this concept would fit within an application I was keen to start generating ideas based on these key attributes. With positive feedback from students and tutors utilising the British weather as a focal point for the campaign, I wanted to explore how this concept would fit within a campaign. Embodying the 'everyday gin' spirit highlighted in the brief I wanted to articulate the optimistic attitude of the brand centred around social drinking occasions. Brainstorming campaign names included:
Greenall's ... Whatever The Weather
Greenall's, Enjoy Summer
Come Rain or Shine, it's Greenall's Time
Working from student feedback of these suggestion I identified the last option as the most effective in communicating the brand personality however based on feedback refined this to simply 'Come Rain or Shine' as the use of rhyme sounded too cheesy. This campaign name is appropriate in articulating the desired characteristics of the brief in creating a focus on a 'British Personality' that amplifies 'good times' using the campaign to reinforce the brief which states the brand 'embodies the classic sense of humour ... with a touch of irony.' This articulates the brands sense of humour in mocking the British weather and evokes the brand as part of the audiences 'everyday life'. Beyond the brief this concept creates an optimistic tone of voice for the brand suggesting a united 'the weather will not stop us enjoying ourselves' attitude, which will appeal to a millennial audience, this connotes an almost rebellious spirit positioning the brand as the bold catalyst for braving the comical british weather and enjoying social drinking occasions, whatever the weather.
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