When British Columbia gin maker Victoria Spirits hired a Toronto-based advertising agency to create its first-ever marketing video, it worried the creators might not understand the brand.
Victoria Spirits, based just outside B.C.’s capital city, sees itself as a slow-sipping gin for the discerning drinker, and less of a mix to be splashed into a tall glass of tonic.
“It’s not babes in bikinis,” said Valerie Murray, co-founder of Victoria Spirits. “When I think of alcohol commercials, that can be problematic for my 60-year-old self. We are very protective of our image.”
What her family-owned brand got back was apropos – a cheeky ad fit for a queen and at just the right time of year.
The online video created by Entrinsic and directed by Christopher Wahl, features a beleaguered-looking Queen Victoria and a rundown of her storied life, which included ruling an empire at age 18, having nine children and surviving seven assassination attempts.
“If you were Victoria, you’d be ready for a drink too,” says the voiceover in the spot, which was released ahead of the Victoria Day holiday. Murray said it was easy to spread around without feeling like she was on a sales call.
“If we can’t celebrate Victoria Day in Victoria nobody can. It was a good hook for us,” she says. “It has been good to sell gin and to tell people who we are… and it’s funny. [The ad agency] paid attention to who we are.”
The idea for the ad was born earlier this year in a Toronto bar where celebrity chef Bob Blumer, who is also an owner in Victoria Spirits, ran into Entrinsic’s executive creative director Anthony Wolch. They discussed the gin, and eventually an advertising video for the brand.
Murray said Blumer came back with the pitch and the concept evolved from there. Revolver Films produced the ad, which was shot at Toronto’s George Brown House.
“I loved her understatement and the few little [facial] twitches. And she does look like she needs a drink,” said Murray.
“There wasn’t anything hitting you over the head, it’s like our gin … There’s lots of complexity.”
Until now, Victoria Spirits has stuck to a smaller print advertising budget in its local market and a few food magazines. She said most of the marketing budget goes to events across the country, such as Toronto Taste, because they want people tasting the gin and advertising it through word-of-mouth.
This new Queen Victoria campaign also has a print element, with photography shot by Wahl, and is expected to be released later this year.
Murray said they also have an agent in New York who is interested in the campaign. “Maybe we’ll be moving it beyond Canada,” she says.
