BULLDOG GLOBAL BRAND GUIDELINES

OUR BRAND

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BRAND POSITIONING

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BRAND IDENTITY

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PRODUCT AND DRINKS

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CREATING BUZZ

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GETTING SOCIAL

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CSR

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THIS GUIDE GIVES YOU THE LOW-DOWN ON OUR GLOBAL BRAND POSITIONING AND STRATEGY. IT INCLUDES EVERYTHING YOU NEED TO KNOW ABOUT WHERE WE CAME FROM, OUR BRAND ESSENCE, THE SOCIAL MAVERICK CONSUMER AND IN-DEPTH VISUAL IDENTITY GUIDELINES.

THESE GUIDELINES SHOULD BE USED TO DEVELOP YOUR LOCAL MARKET PLANS, TAILORED TO YOUR CONSUMER AND MARKET DYNAMICS. AFTER ALL WE CAN’T BE EVERYTHING TO EVERYONE ALL AT ONCE. THIS IS A WORKING DOCUMENT AS WE EXPAND BULLDOG TO BE THE PRE-EMINENT WHITE SPIRIT GLOBALLY AND CEMENT OUR WE ARE BULLDOG ATTITUDE.

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BULLDOG BEGININGSANSHUMAN VOHRA HAD A VISION TO CREATE A NEW WORLD GIN THAT WOULD DEFY THE CONVENTIONS OF THE STUFFY GIN CATEGORY. A LOYAL GIN DRINKER WITH A PASSION FOR ITS RICH BRITISH CULTURE, HE WAS SURPRISED TO LEARN THAT VODKA HAD TAKEN THE LEAD IN THE WORLD OF WHITE SPIRITS. DISMAYED AT THE SIGHT OF HIS FRIENDS ORDERING VODKA IN THEIR MARTINIS, HE WAS INSPIRED TO TAKE ACTION.

ARMED WITH A CLEAR IDEA OF WHAT A MODERN GIN COULD BE, ANSHUMAN SOUGHT A PARTNER WHICH LED HIM TO THE WORLD’S OLDEST CONTINUOUS GIN DISTILLERY. COMBINING THEIR 250 YEARS OF GIN DISTILLING EXPERIENCE WITH HIS DETERMINATION TO DO SOMETHING EXTRAORDINARY, THIS BOLD COLLABORATION LED TO THE CREATION OF BULLDOG, THE FASTEST GROWING PREMIUM GIN IN THE WORLD TODAY.

THE FUTUREANSHUMAN’S CLEAR VISION FOR BULLDOG TO BE THE PRE-EMINENT PREMIUM GIN IN THE WORLD UNDERPINS THE ASPIRATION TO BUILD A GLOBALLY BRAZEN BRAND. BULLDOG IS BEING BUILT WITH THE SPIRIT OF MODERN BRITAIN IN EVERY BOTTLE AND THROUGH THIS INSTINCTIVE AND ASSERTIVE BRITISH ATTITUDE BULLDOG WILL BECOME AN ICONIC BRAND THAT IS STOCKED IN EVERY BAR ACROSS THE WORLD AND AS SUCH WILL BE THE GO-TO BRAND FOR GENERATIONS OF WHITE SPIRIT DRINKERS. BULLDOG WILL BE THE FIRST GIN BRAND THAT MEANINGFULLY AND PERMANENTLY TAKES SHARE AWAY FROM VODKA.

WE ARE BULLDOG.

BULLDOG IS BUILT WITH THE SPIRIT OF MODERN BRITAIN IN EVERY BOTTLE.

HISTORYAND VISION

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TO REVITALISE THE GIN CATEGORY AND BECOME A TOP 3 PREMIUM GIN IN THE WORLD BY 2020

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THE FOLLOWING BRAND POSITIONING GUIDELINES ARE TO EDUCATE YOU ON EVERYTHING BULLDOG, ESPECIALLY OUR ESSENCE AND CHALLENGER BRAND WAY OF DOING EVERYTHING.

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=GUIDED BY INSTINCT. MADE TO DEFY CONVENTION.

SPIRITUNBRIDLED BRITISH CONFIDENCE, BOLDNESS AND DEFIANCE

VISIONINSTINCTIVE, VISIONARY AND ENTREPRENEURIAL

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True

to m

yself

No bullsh*t say it how it is • D

iscerning

Independent spirit • Go G

etterFr

ee to

cre

ate

• A

dven

turous

SELF-EXPRESSIVE BENEFITSEM

OTI

ON

AL

BENEFITS

GUIDED BY INSTINCT. MADE TO DEFY CONVENTION.

FUNCTIONAL BENEFITS

PRODUCT ASSOCIATIONS

IMAGERY ASSOCIATIONS

Smar

t •

Inst

inct

ive

• P

rovo

cativ

e • Brazenly British • Iconic bottle • Bold • Black and W

hite • Modern • Visual attitude

Iconic bottle: sleek design, unique shape

Distinctive botanicals, Dragon eye, Lotus leaf, White poppy • Cris

p ci

trus

A bonafi de London Dry Gin • Unexpectedly smooth: 40% ABV (80% pro

of)

Gives me balanced layers of fl avour • Easy to

drinkSurprisingly refreshing • Versa

tile

POSITIONING – BULLSEYE

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BRAND ESSENCE

GUIDED BY INSTINCT.

MADE TO DEFY

CONVENTION.PRODUCT ASSOCIATIONS

ICONIC NAME

ICONIC BOTTLE

UNEXPECTEDLY SMOOTH

LAYERING OF DISTINCTIVE BOTANICALS

LONDON DRY GIN

FUNCTIONAL BENEFITS

MULTI-DIMENSIONAL YET BALANCED FLAVOUR

VERSATILE AND MIXABLE

EASY TO DRINK

SURPRISINGLY REFRESHING

EMOTIONAL BENEFITS

FEEL FREE TO CREATE A VARIETY OF LIFE EXPERIENCES

INSPIRED BY ADVENTURE AND MAKING UNCONVENTIONAL CHOICES

TRUE TO MYSELF AND THE WAY I LIVE MY LIFE

SELF EXPRESSIVE BENEFITS

I HAVE AN INDEPENDENT SPIRIT AND I SAY IT HOW IT IS

I AM DISCERNING IN THOUGHT AND DEED

I AM COOL / ON TREND

IF YOU CAN FIND ME, I’LL BE DOING SOMETHING YOU WOULDN’T EXPECT

BENEFIT LADDER

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BRAND POSITIONING TOOLPREMIUM GIN AND VODKA BRANDS FRAME OF REFERENCE

THE “SOCIAL MAVERICK”

MULTI-DIMENSIONAL WITH A DEFIANT EDGE, HE IS MOTIVATED TO STAND OUT AS AN INTERESTING INDIVIDUAL AND CONNECTOR, AND LIVES FOR NEW EXPERIENCES AND

SHARING THEM WITH OTHERS

25-39 Y.O. M/F, WITH MALE SKEW, LIVES IN URBAN AREAS, COLLEGE EDUCATED, WHITE COLLAR

TARGET CONSUMER GROUP

I DON’T WANT TO BE DEFINED OR TYPECAST –I DESIRE TO LIVE LIFE AS I WANT, UNLABELLED CONSUMER INSIGHT

HIS NO BULLSH*T AND GO-GETTING APPROACH TO LIFE INSPIRES THOSE AROUND HIM SELF-EXPRESSIVE BENEFIT

INSPIRED TO SEEK OUT REAL YET UNCONVENTIONAL ADVENTURES EMOTIONAL BENEFIT

BULLDOG’S UNEXPECTEDLY SMOOTH AND REFRESHING TASTE SURPRISES MY SENSES FUNCTIONAL BENEFIT

BULLDOG INSPIRES YOU TO DEFY CONVENTIONS AND LIVE INSTINCTIVELY KEY BRAND PROMISE

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THE “SOCIAL MAVERICK”MULTI-DIMENSIONAL WITH A DEFIANT EDGE, HE’S MOTIVATED TO STAND OUT AS AN INTERESTING

INDIVIDUAL AND CONNECTOR, AND LIVES FOR NEW EXPERIENCES AND SHARING THEM WITH OTHERS25-39 Y.O. M/F, WITH MALE SKEW, LIVES IN URBAN AREAS, COLLEGE EDUCATED, WHITE COLLAR

I DON’T WANT TO BE DEFINED OR TYPECAST – I DESIRE TO LIVE LIFE AS I WANT, UNLABELLED

BULLDOG INSPIRES YOU TO DEFY CONVENTIONSAND LIVE INSTINCTIVELY

BOLD WITH A MODERN ATTITUDE BLACK AND WHITE WITH FOCUS ON

ICONIC BOTTLE

BRAZENLY BRITISH,PROVOCATIVE,

SMART AND INSTINCTIVE

GLO

BA

LLO

CA

L

GUIDEDBY INSTINCT.

MADE TO DEFY CONVENTION.

A NEW WORLD GIN: MODERN AND ICONIC BOTTLE/NAMEUNEXPECTEDLY SMOOTH AND SURPRISINGLY REFRESHING

A LONDON DRY GIN WITH INTRIGUING BOTANICALS

BRAND ESSENCE

BRAND CHARACTER

BRAND LOOK

REASONS TO BELIEVE

BRAND PROMISE

CONSUMER INSIGHT

TARGET CONSUMER

BRAND PYRAMID

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BRAND RE-CAPBELIEVE YOUR INNER VOICE. THE ONE THAT SAYS ‘YES’ WHEN ALL OTHERS SAY ‘NO’. BULLDOG was built on instinct, an innate inclination to do things di� erently, to stir things up and live life without being typecast.

BULLDOG created a brazenly British spirit and walks hand in hand with co-conspirators who have done things their way, living life as they want and unafraid to take risks.

Together we change perceptions, we tell our stories – it’s not a choice - it’s just the way it is.

THIS IS WHO WE ARE. WE ARE BULLDOG.

IT’S NOT ABOUT BREAKING THE RULES, IT’S 100% ABOUT DOING THE UNEXPECTED. BULLDOG was made to defy the conventions of making and being a gin, and has fearlessly sought out the road less travelled since its inception.

This is more than being a gin, it’s a bold and provocative view of the world, inspiring all those we meet along the way to say bollocks to the same old same old.

BULLDOG shakes things up, we do it our way, we’d rather be renowned than be famous.

We surprise and delight and we inspire everyone around us to do the same.

THIS IS WHO WE ARE. WE ARE BULLDOG.

GUIDED BY INSTINCT

MADE TO DEFY CONVENTION

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BUILDING AN ICON OF MODERN GINOF MODERN GIN

AS OPPOSED TO INDUSTRY STANDARD RPP CLOSURE,BULLDOG HAS AN OVERSIZED SCREW CAP TO MAINTAIN OUR PREMIUM IMAGE. BUT DON’T WORRY THE MOUTH IS STANDARD SIZE AND FITS A STANDARD POURING SPOUT

OUR BOLD AND PROPRIETARY SHAPE WITH MASCULINE SHOULDERS AND COLLAR DETAIL MAKES

BULLDOG IMMEDIATELY IDENTIFIABLE.

THIS ICONIC PACKAGING IS MODERN WITHIN THE CONTEXT OF THE CATEGORY.

HAVE YOU NOTICED THE DARK PURPLE HUES IN OUR HIGH GLOSS BLACK BOTTLE?

THE NAME BULLDOG IS INSPIRED BY THE ULTIMATE BRITISH BULLDOG – SIR WINSTON CHURCHILL. AND WHILE HIS SPIRIT LIVES IN EVERY BOTTLE HE DOESN’T LIVE IN OUR ADVERTISING

THE ‘WE ARE BULLDOG’ ATTITUDE STARTS WITH THE BOTTLE. IT CALLS TO OUR SOCIAL MAVERICK CONSUMER,

GIVING JUST A HINT OF THE PREMIUM LIQUID INSIDE, COMBINED WITH A PROVOCATIVE SIGN-OFF

40% ABV ESTABLISHES OUR SMOOTH AND BALANCED TASTE PROFILE. IT ALSO MAKES BULLDOG MORE ACCESSIBLE AND VERSATILE TO ATTRACT NEW CONSUMERS AND OUR DISCERNING SOCIAL MAVERICK

LONDON DRY GIN IS THE HIGHEST STANDARD A GIN CAN BE. WHY? WELL ALL OF OUR BOTANICALS ARE

USED IN THEIR NATURAL STATE, SO YOU WON’T FIND FLAVOURS OR ESSENCE IN OUR GIN

IT’S THE MODERN BRITISH SPIRIT IN EVERY BOTTLE THAT MAKES US WHO WE ARE.

WE ARE BULLDOG.14

NEGATIVE FEEDBACK DOESN’T FRIGHTEN ME. I’VE GOT MY OWN VISION AND WAY OF DOING THINGS.

I’D RATHER TAKE THE CHANCE OF SOMETHING NEW, RATHER THAN CONFORM TO OLD HABITS.

I’LL ALWAYS BE FREELANCE, THIS JOB IS MY PASSION AND I DO IT FOR MYSELF AND NOBODY ELSE.

I KNOW WHAT I LIKE AND I’M PROUD OF MY TASTES. MY FASHION, MY WORK, MY DRINK. IT’S ALL PART OF WHO I AM.

I’M CONSTANTLY SEARCHING FOR MORE EXPERIENCES AND CHALLENGES.

IT TAKES A LOT TO IMPRESS ME, LIFE’S TOO SHORT TO ACCEPT AVERAGE.

MEET THE SOCIAL MAVERICK

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LIVING AND LOVING LIFE - HOW THE SOCIAL MAVERICK SPENDS HIS DAYS PLOTTING WHAT HAPPENS NEXT SOCIALLY CONNECTEDAlways on-the-go, the social maverick keeps up-to-date with the news online on his mobile and uses his social networks to keep the conversation going with his friends.

EDGY AND CURIOUSWhile it takes a lot to impress him, the social maverick is inquisitive and interested in everything. He aspires for more than what is obvious and loves nothing more than discovering a new drink, bar, band or brand.

INSTINCTIVE AND DEFIANTThe social maverick follows his instincts and proudly lives life his way. It’s not about breaking rules but he is not afraid to bend them - to him days lived safely are wasted.

INDEPENDENTThe social maverick knows who he is, where he’s from and where he’s going. Confident in his own skin he makes the most of where he is for the time he’s there.

SOCIAL MAVERICKS

PRIMARY - CULTURAL TARGET

UNABLE TO PASS A WINDMILL WITHOUT TILTING AT IT, A TOE WITHOUT TREADING ON IT, OR A POND WITHOUT HURLING A ROCK INTO IT. ZIGGING WHEN ALL OTHERS ZAG, MOVING TOO FAST TO BE EASILY DEFINED, LEADER OF THE PACK.

60/40 MALE/FEMALE SPLIT.AGE 25-39.METRO/URBAN CITIES. OUR SOCIAL MAVERICK ISN’T THE SAME ALL OVER THE WORLD SO PLEASE LAYER YOUR MARKET CONSUMER DYNAMICS TO THE GLOBAL PROFILE.

SOCIAL MAVERICKMULTIDIMENSIONAL, WITH DEFIANT EDGE MOTIVATED TO STAND OUT AS AN INTERESTING INDIVIDUAL. CONNECTORS, STORYTELLERS, INFLUENCERS.

CREATIVE CLASSDESIGNERS, EXPLORERS, MUSICIANS, PHOTOGRAPHERS.

DRINKERSNEW GIN AND VODKA DRINKERS. MODERN CLASSIC COCKTAIL LOVERS.

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WE CAN’T OUTSPEND THE BIG BRANDS.

SO WE CAN’T BUY ‘MINDSHARE.’

WE CAN WIN IT THOUGH THROUGH DISRUPTION, THOUGHT LEADERSHIP, TALK-ABILITY.

WE NEED TO ACT DIFFERENTLY.

WE NEED TO CHALLENGE 17

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BULLDOG is ready to create a lighthouse brand identity. We have a very clear sense of who we are – we are bold, defi ant, provocative and instinctive underpinned by a premium, smooth and versatile liquid. Building on these truths consistently and intensely means our social mavericks will notice us even if they aren’t looking for us.

Create a movement Social Mavericks can be part of, a world they can build. BULLDOG was born to make people pay attention to gin again so generating new ideas and being part of social conversations will generate content they can share and create.

As a challenger unencumbered by the ‘rules’ of being a leader, BULLDOG is more nimble and can react quickly and in real time. Zigging and zagging and moving with our social maverick will ensure BULLDOG remains relevant.

Transcend the gin category and become part of popular culture. Capturing the imagination of the social maverick is an advantage to BULLDOG, pursue word of mouth and publicity. Think red bull – identify and work with like-minded brands and infl uencers to become relevant and build content-led story telling. We’re more than a partner, we’re part of the same world.

BULLDOG HAS A BOLD ATTITUDE

BULLDOGBEING ACHALLENGERBRAND

WE ARE ALL OUR OWN WORK AND OUR MINDSET AND AMBITION IS GREATER THAN OUR RESOURCE – WE CAN’T OUTSPEND THE BIG GUNS SO HERE ARE THE 4 MOST IMPORTANT CHALLENGER BRAND CREDOS THAT UNDERPIN EVERYTHING WE DO.

SO THINK LIKE DOLLAR SHAVE CLUB TAKING ON GILLETTE, ACT LIKE BREWDOG TAKING ON BUDWEISER AND GENERATE THE CONVERSATIONS AUDI CREATED AS THEY TOOK ON MERCEDES FOR MODERN LUXURY.

NOW YOU’RE ACTING AND THINKING LIKE BULLDOG – DEFYING CONVENTION.

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WHAT DRIVES CONSUMER PERCEIVED VALUE?

BULLDOG IS A SMOOTH AND VERSATILE PREMIUM GIN, LAYERING FLAVOURS TO CREATE THE ULTIMATE NEW GIN EXPERIENCE AND AS SUCH WE WILL COMMAND A PREMIUM PRICE TO BOMBAY SAPPHIRE AND HENDRICK’S*SET ABSOLUTE PRICING INDEX DETERMINED BY MARKET VARIABLES SUCH AS MATURITY, CATEGORY DEVELOPMENT AND STAGE OF BRAND LIFECYCLE

PROMOTIONAL PRICING – LOW CEILING - $20.99

SINCE OFF-TRADE MECHANDISERS WILL LIKELY STOCK BULLDOG ALONGSIDE OTHER GINS, THE PRICE POSITIONING STATEMENT IS RELATIVE TO GIN.

*IN DEVELOPING SPIRITS MARKETS, PLEASE BENCHMARK CLOSER TO HENDRICK’S

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AS A MODERN AND PROVOCATIVE OFFERING IN THE CATEGORY, BULLDOG IS DIFFERENTIATED BY ITS ICONIC BOTTLE, AS WELL AS ITS PRODUCT ATTRIBUTES OF BEING UNEXPECTEDLY SMOOTH AND VERSATILE.

SOCIAL MAVERICKS HAVE A GOOD DISPOSABLE INCOME AND THEY SEEK OUT INDEPENDENT BRANDS LIKE BULLDOG WHO HAVE DISTINCTIVE ATTRIBUTES. THESE ATTRIBUTES ALLOW US TO COMMAND A PREMIUM PRICE AND WE KNOW THIS TO BE A KEY FACTOR IN THEIR DECISION MAKING.

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THE FOLLOWING PAGES WILL HELP YOU DEVELOP YOUR LOCAL MARKET CONSUMER AND TRADE PLANS – FROM THE DEVELOPMENT OF ADVERTISING AND TRADE PRESENTERS, THROUGH TO EVENTS AND GWP. YOU’LL FIND GUIDANCE ON THE BULLDOG ATTITUDE AND TONE OF VOICE, AS WELL AS DETAILED INSTRUCTIONS ON HOW TO PROPERLY TREAT THE ICONIC BOTTLE, LOGOS, PHOTOGRAPHY, COLOUR PALETTE AND TYPOGRAPHY.

PLUS WE’RE PROVIDING YOU WITH ALL THE ASSETS CONTAINED WITHIN THIS DOCUMENT.

WE’VE MOVED ON FROM THE DAYS OF DOGS AND WINSTON CHURCHILL, TO BECOME A MODERN AND LIFESTYLE-ORIENTATED GIN IN A CATEGORY STEEPED IN TRADITION.

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WHO WE WERE

NO MORE BLOODY GOOD SPIRIT

NO MORE CHURCHILL

NO MORE DOGS

NO MORE DEFIANTLY DELICIOUS

THAT WAS THEN, THIS IS NOW. WE ARE MOVING ON. WE ARE A HUMAN SPIRIT, NOT A MAN’S BEST FRIEND. WE ARE BULLDOG.

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PASSIONATEDEFIANT (CHALLENGE CONVENTION)

GO GETTINGACCESSIBLE

CURIOUSSMARTURBAN

COOLPROVOCATIVE

GENUINEDISTINCTIVE

BRITISHMODERN

INSTINCTIVEDISCERNING

WE ARE

WE WALK A FINE LINE

WE ARE NOTINDIFFERENTREBELLIOUS (BREAK RULES)ARROGANTUNAPPROACHABLEAPATHETICINTELLECTUALGRUNGEOFFENSIVEFAKEORDINARYENGLISHFADDISH (TREND LED)TRADITIONALDELIBERATEIDIOTIC

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DEFYCONVENTION.THE HEART OF THE BRAND – CHALLENGE BOUNDARIES AND THE NORM.

BE DISTINCTIVE.DON’T FOLLOW; LEAD. IF YOU’VE SEEN IT BEFORE SO HAS EVERYONE ELSE.

FOLLOW YOUR INSTINCTS.HAVE CONFIDENCE AND PRIDE IN WHATEVER YOU DO.

EMBRACE DISCOVERY.BE INQUISITIVE AND CURIOUS, UNAFRAID OF THE UNKNOWN. ASPIRE FOR MORE THAN THE OBVIOUS.

BE COLLABORATIVE.SURROUND YOURSELF WITH AMAZING PEOPLE AND BE INSPIRED BY THEM. TEN HEADS ARE BETTER THAN ONE.

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WE ARE BULLDOG.

THE

BU

LLD

OG

V

OIC

E.

NO BULLSH*TWE TELL IT HOW IT IS

BOLDWE’RE CONFIDENT AND COMMANDING, BUT NEVER ARROGANT

PROVOCATIVEWE QUESTION EVERYTHING – WE SURPRISE AND DISRUPT

INTELLIGENTWE ARE SMART, CLEVER AND INSIGHTFUL

THE THREE SIMPLE WORDS THAT SUM UP OUR VOICE, SUM UP WHERE WE’RE FROM, SUM UP THE PARTICULAR BRITISH SPIRIT THAT’S CALLED UPON IN CHALLENGING TIMES.

‘WE ARE BULLDOG.’ DRIVES US – IN WHAT WE SAY AND HOW WE BEHAVE. IT’S CONFIDENT.TO THE POINT.TAKE IT OR LEAVE IT, IT’S WHO WE ARE.

WE ARE DEFIANT.WE ARE MODERN BRITAIN.WE GO AGAINST CONVENTION AND TRADITION.WE DON’T HAVE TIME FOR FRILLS.WE’RE NOT FLOWERY OR OVER-FRIENDLY.WE’RE NOT SILLY OR SHOUTY.

WE ARE BULLDOG.

WE ARE COLOURFUL, NOT COLORFULMIND YOUR LANGUAGE – WE USE BRITISH ENGLISH. ALWAYS.

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WE ARE OUR DRINKERSBULLDOG DRINKERS ARE SOCIAL MAVERICKS. THEY HAVE A CERTAIN ATTITUDE TO LIFE THAT SETS THEM APART. THEY ARE DIFFERENT – JUST LIKE THEIR CHOICE OF GIN.

ZIGGING WHEN OTHERS ZAG. MOVING TOO FAST TO BE EASILY DEFINED.

LEADER OF THE PACK, NEVER PART OF THE CROWD.

AND IT’S THEIR INDIVIDUALITY THAT MAKES THEM PART OF THE‘WE ARE BULLDOG.’ TRIBE.

SO ‘WE ARE’ IS AT ONCE SINGULAR AND PLURAL.

WE HAVE THE CONFIDENCE TO STAND FOR SOMETHING.WE ARE DEFIANTLY INDEPENDENT IN THOUGHT AND DEED.WE DO THINGS OUR WAY.

THIS IS THE BULLDOG SPIRIT.

WE INSPIRE AND PROVOKE OUR DRINKERS TO DEFY CONVENTION.

WE ARE THEIR ALLIES.

THE WORD BULLDOG IS ALWAYS WRITTEN IN CAPS. EVERYWHERE AND WITHOUT EXCEPTION.

WE ARE NOTHING WITHOUT ATTITUDE

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WE ARE MODERN BRITAINTHIS IS OUR CORE LOGO. IT INCORPORATES AN OWNABLE VERSION OF THE BRITISH UNION FLAG.

IT’S A MODERN, PREMIUM INTERPRETATION OF BRITISHNESS, AND AS SUCH BECOMES AN ICON OF THE ‘BULLDOG SPIRIT’ AT THE HEART OF OUR BRAND.

LOGO

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BULLDOG LOGO STACKED CMYK ON BLACK

Use this logo on black or very dark backgrounds

BULLDOG LOGO STACKED WHITE

Use this logo on busy backgrounds or when limited by colours (e.g. mono ad)

BULLDOG LOGO STACKED BLACK

Use this logo on white backgrounds.

BULLDOG LOGO STACKEDOUR CORE LOGO

THIS LOGO IS MANDATORY IN ALL COMMUNICATIONS WHERE OUR ICONIC BOTTLE IS NOT THE PRIMARY FOCUS – E.G. CONSUMER ADVERTISING, PACKAGING AND POS. ALWAYS USE ONE OF THE SUPPLIED LOCK-UPS.

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BULLDOG SIGN OFF COLOUR CMYK ON BLACK

Use this logo on black or very dark backgrounds

BULLDOG SIGN OFF WHITE

Use this logo on busy backgrounds or when limited by colours (e.g. mono ad)

BULLDOG SIGN OFF BLACK

Use this logo on white backgrounds

BULLDOG SIGN OFFALWAYS SAY GOODBYE

THE ‘WE ARE BULLDOG’ SIGN OFF IS A MARK OF OUR ‘BULLDOG SPIRIT’. IT SUMS UP OUR ATTITUDE AND THAT OF OUR DRINKERS. USE AS AN ALTERNATIVE TO THE CORE STACKED VERSION AT THE END OF YOUR MARKETING COMMUNICATIONS IF YOU HAVEN’T ALREADY SIGNED OFF THE COPY WITH ‘WE ARE BULLDOG’.

AND LIKE THE BULLDOG STACKED LOGO, YOU WOULD NOT USE THIS LOGO IF THE BOTTLE IS THE PRIMARY FOCUS OF YOUR COMMUNICATION.

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BULLDOG LOGO HORIZONTAL LONG SOLID CMYK REVERSE

Use this logo on black or very dark backgrounds

BULLDOG LOGO HORIZONTAL LONG SOLID CMYK

Use this logo on white backgrounds

BULLDOG LOGO HORIZONTAL LONG WHITE

Use this logo on busy backgrounds or when limited by colours (e.g. mono ad)

BULLDOG LOGO HORIZONTAL LONG BLACK

Use this logo when limited by colours (e.g. mono ad)

BULLDOG LOGO HORIZONTAL LONGSQUEEZED FOR SPACE?

YOU SHOULD ONLY USE THIS LOGO WHEN DEPTH RESTRICTIONS MAKE USING THE STACKED LOGO IMPRACTICAL E.G. IN SOME DIGITAL FORMATS.

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BULLDOG LOGO HORIZONTAL SHORT SOLID CMYK REVERSE

Use this logo on black or very dark backgrounds

BULLDOG LOGO HORIZONTAL SHORT SOLID CMYK

Use this logo on white backgrounds

BULLDOG LOGO HORIZONTAL SHORT WHITE

Use this logo on busy backgrounds or when limited by colours (e.g. mono ad)

BULLDOG LOGO HORIZONTAL SHORT BLACK

Use this logo when limited by colours (e.g. mono ad)

BULLDOG LOGO HORIZONTAL SHORTTHE LAST RESORT

IF YOU’RE SHORT OF WIDTH TOO, THEN ‘LONDON DRY GIN’ CAN BE OMITTED.

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CLEARANCE AREALEAVE ENOUGH SPACE AROUND THE LOGO TO FIT IN THE UPPER CASE ‘B’ FROM THE BULLDOG LOGO YOU ARE USING.

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MIN WIDTH:

PRINT 47MMDIGITAL 133PX

MIN WIDTH:

PRINT 28MMDIGITAL 79 PX

MIN WIDTH:

PRINT 20MMDIGITAL 57PX

THERE IS A POINT WHERE EVEN A BRAND AS BOLD AS BULLDOG CAN LOSE IMPACT.

THESE MINIMUM REPRODUCTION SIZES ARE THAT POINT.

MIN WIDTH:

PRINT 40MMDIGITAL 114PX

BOLD DOESN’T ALWAYS MEAN BIG

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USAGE EXAMPLES FROM PAGE 42

THE BOTTLE VS THE FLAG THERE’S ONLY ROOM FOR ONE ICONTHE BOTTLE IS AN ICONIC SYMBOL OF OUR BRAND. SO WHEN A PACK SHOT IS THE HERO, THERE IS NO NEED TO USE THE UNION FLAG CORE LOGO.

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THE BULLDOG UNION FLAG IS NOT MEANT FOR TRADITIONAL FLAG WAVING. SO IT SHOULD ONLY BE USED ON OCCASION FOR LARGE-SCALE IMPACT, E.G. AT TRADE SHOWS.

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BULLDOG FLAG GRAD COLOUR CMYK

This is the preferred version of the BULLDOG union flag

BULLDOG FLAG SOLID COLOUR CMYK

Use this version if you have reproduction limitations or you need a more graphic, flat colour approach (e.g. web design)

BULLDOG FLAG

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WE’RE BLACK AND WHITE WITH A DASH OF PURPLE

COLOUR

70% 25% 5%

PAN

TON

E 52

6 C

MY

K (

67, 1

00

, 0, 5

) R

GB

(11

1, 3

9, 1

37)

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HEAVYWEIGHT HEADLINES DELIVER MORE PUNCH WE’RE MORE THAN BOLD WE ARE GOTHAM BLACKFOR ALL HEADLINES, SIGN OFFS AND OTHER PRIMARY BRAND MESSAGING, IT’S CAPS ONLY, IN BLACK OR WHITE.

TYPOGRAPHY

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WE MIX IT

WE SOMETIMES CHANGE CASES BUT NEVER CHANGE GEARUSE GOTHAM BOLD FOR ALL SECONDARY MESSAGING, SUCH AS SUBHEADS AND INTRO COPY. MIX CASES – CAPS FOR THE SHORT STUFF, LOWER CASE TO MAKE LONGER COPY MORE READABLE.

a b c d e f g hi j k l m n o p qr s t v w x y zA B C D E F HI J K L N O P QR S V W X Y Z1 2 3 4 5 6 7 8 9 01 2 3 4 5 6 7 8 9 0

r s t v w x y zA B C D E F H

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WHEN WE’RE LESS BOLD LONGER COPY SHOULDN’T BE SHORT ON ATTITUDEWE NEVER GO LIGHTER THAN GOTHAM BOOK. USE LOWER CASE ONLY FOR BODY COPY TO MAKE YOUR POINT WITHOUT SHOUTING.

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AD COMPOSITION41

SHOW SOME BOTTLEGETTING ‘WE ARE BULLDOG.’ RIGHT IN OUR ADVERTISING TAKES BALLS – OR WHAT WE LIKE TO CALL BOTTLEAND FUNNILY ENOUGH, OUR BOTTLE IS A GOOD PLACE TO START.

ITS ICONIC, SLEEK DESIGN IS WHERE ‘WE ARE BULLDOG’ BEGINS.

SO WHEN CREATING MARKETING COLLATERAL:HERO THE BOTTLE

DON’T HIDE IT BEHIND TYPE OR GRAPHIC ELEMENTS

DON’T CROP IT

DON’T REMOVE ANY ELEMENT, SUCH AS THE WORDS ON THE FRONT

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CHOOSE THE RIGHT HANGOUTWE HAVE SHOT THE BOTTLE IN A VARIETY OF INTERIOR AND EXTERIOR LOCATIONS. SO YOU CAN CHOOSE THE APPROPRIATE LOCATION FOR WHAT YOU WANT TO SAY.

IF YOU WANT TO SHOOT YOUR OWN, THE BOTTLE SHOULD LOOK AS STUNNING AS IT DOES HERE AND YOUR LOCATION NEEDS TO HAVE THE SAME BULLDOG LOOK AND FEEL – URBAN, MODERN, PREMIUM.

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TRADE ADS

TRADE ADSTRADE ADS GIVE US THE OPPORTUNITY TO HERO OUR ICONIC BOTTLE WHILE LADDERING SPECIFIC BENEFITS, SUCH AS KEY PRODUCT ASSOCIATIONS AND FUNCTIONAL BENEFITS. *

TRADE PUBLICATIONS ARE A TYPICAL CHANNEL FOR YOUR TRADE ADS, BUT THIS CREATIVE WOULD ALSO BE IMPACTFUL IN POP DISPLAYS, TRADE SHOWS AND OTHER B2B TOUCHPOINTS.

*PLEASE REFER TO THE BENEFIT LADDER ON P.10 FOR FURTHER INFORMATION

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TRADE ADS

COPY LINES SHOULD BE AS BOLD AND PROVOCATIVE AS THE ENVIRONMENT THEY LIVE IN – DRIPPING WITH THE ATTITUDE OF THE BULLDOG TOV.

45

GETTING THE MEASURE OF USIT’S IMPORTANT WE GIVE A STRONG TASTE OF OUR PRODUCT TO THE TRADE. SO USE BODY COPY TO ADD THE DETAILS OF OUR UNIQUE SERVE – SUCH AS ‘UNEXPECTEDLY SMOOTH’ AND ‘MULTI-DIMENSIONAL, YET BALANCED FLAVOUR’.

TRADE ADS

46

CONSUMER PRODUCT ADSFOR CONSUMERS, IT’S LESS ABOUT THE FUNCTIONAL BENEFITS AND MORE ABOUT ATTRACTING OUR TARGET SOCIAL MAVERICKS WITH ADVERTISING THAT APPEALS TO THEIR ATTITUDE TO LIFE. *

CONSUMER PRODUCT ADS

BUS STOPS ARE A GREAT PLACE TO GRAB OUR TARGET AUDIENCE, BUT EQUALLY CONSIDER OTHER OOH MEDIA SITES, PRESS, POS, ON-PACK PROMOTIONS, AMBIENT MEDIA AND MORE.

*PLEASE REFER TO PP. 15-16 FOR FURTHER INFORMATION ON OUR TARGET AUDIENCE.

47

CONSUMER PRODUCT ADS

OUR CONSUMER ADS TAKE A LEAD FROM THE COMPOSITION OF THE TRADE ADS, WHILE FEATURING PUNCHY HEADLINES TO LAND SIMPLE SINGLE-MINDED MESSAGES THAT APPEAL TO THEIR CURIOSITY.

SAY ONE THING SAY IT WELL

48

CONSUMER PRODUCT ADS

CREATE LINES THAT CONVINCE OUR TARGET MARKET THAT BULLDOG IS A SPIRIT THAT SHARES THEIR DESIRE TO LIVE LIFE THEIR OWN WAY – INSTINCTIVELY, DEFIANTLY.

49

CONSUMER ADS SHOULD HAVE JUST AS MUCH BOTTLE AS THOSE THAT HERO OUR PRODUCT. SO WHEN YOU SHOW OUR DRINKERS, BE PROVOCATIVE.

IF OUR TARGET MARKET DOESN’T ENGAGE, YOU’RE DOING IT WRONG.

PUTTING OUR DRINKERS IN THE PICTURE

50

IN THE FOLLOWING

PAGES YOU’LL SEE SOME

EXAMPLES OF HOW TO CREATE

ON-BRAND CONSUMER ADS

THAT FEATURE OUR SOCIAL MAVERICKS.

THEY’VE BEEN PUT TOGETHER

TO DEMONSTRATE HOW TO TELL

A STORY.

45

3

2

1 THEY USE STOCK SHOTS TO GIVE A TASTE OF THE PHOTOGRAPHIC STYLE AND THE TARGET AUDIENCE FOR A PARTICULAR MARKET (IN THIS CASE THE UK). YOU CANNOT USE THESE STOCK SHOTS, OR ANY OTHER, IN YOUR ADVERTISING. YOU WILL NEED TO COMMISSION PHOTOGRAPHY THAT REFLECTS THE SOCIAL MAVERICK FOR YOUR LOCAL MARKET – IN TERMS OF AGE, SEX, ETHNIC GROUP, ETC

EVEN THE SHOTS USED IN THESE EXAMPLES CAN ONLY ACT AS A GUIDE, AND ARE CERTAINLY NOT A COMPREHENSIVE PROFILE OF OUR UK AUDIENCE

YOUR PHOTOGRAPHY BRIEF SHOULD STRESS THE NEED FOR A STRONG, DEFIANT AND CONFIDENT STYLE, USING HIGH CONTRAST WITH DARK HUES AND DESATURATED COLOURS

THE BOTTLE SHOULD FEATURE PROMINENTLY IN YOUR COMPOSITION. DON’T HIDE IT

PLEASE COLLABORATE WITH YOUR BULLDOG GLOBAL TEAM WHEN DEVELOPING CONSUMER LED ADVERTISING

WHEN REFERRING TO THESE EXAMPLES, PLEASE REMEMBER:

51

STICK TWO FINGERS UP TO NORMALITYCONSUMER ADS ARE STORIES OF DISTINCTIVE INDIVIDUALS, SO CHOOSE YOUR SUBJECTS WISELY. MAKE SURE THEY MEET OUR CONSUMER INSIGHT. THEY’RE PEOPLE WHO DON’T WANT TO BE DEFINED OR TYPECAST. THEIR DESIRE TO LIVE LIFE AS THEY WANT SHOULD BE IMMEDIATELY APPARENT.

IT’S CRUCIAL TO GET THESE ADS RIGHT AS IT’S WHERE WE REALLY SEE THE ‘WE ARE BULLDOG’ ATTITUDE COME TO LIFE – IN HOW WE LOOK AND WHAT WE SAY.

CONSUMER ADS

*PLEASE REFER TO OUR BRAND POSITIONING ON PP. 7-18 FOR FURTHER INFORMATION

52

THE SOCIAL MAVERICK HAS THEIR OWN WAY OF DOING THINGS. THEY ARE INSTINCTIVE AND DEFIANT, WITH THE CONFIDENCE TO MATCH.

STORIES THAT RESONATE WITH THEM. THE COPY SHOULD LAND THE EMOTIONAL AND SELF-EXPRESSIVE BENEFITS* THAT ARE CRUCIAL TO OUR BRAND STRATEGY. AND OF COURSE WHEN IT COMES TO THE TONE, IT’S ALWAYS ABOUT THE ATTITUDE.

CONSUMER ADS

MAKE A STAND

53

54

WHAT ARE THEY DRINKING?MAKE SURE THE ICONIC, SLEEK DESIGN OF OUR BOTTLE FEATURES IN YOUR ADS. DON’T HIDE IT. MAKE IT SHINE. AND MAKE IT REAL. CONSIDER THE VERY BEST PLACE TO SHOWCASE BULLDOG IN YOUR SHOT.

CONSUMER ADS

55

THE FOLLOWING PAGES INTRODUCE OUR MODERN LONDON DRY GIN AND HOW BULLDOG STANDS APART FROM THE TRADITIONAL CROWD IN THE CATEGORY. NOT ONLY WILL YOU FIND DETAILS ON PRODUCT CHARACTERISTICS AND STORY, BUT ALSO THE SIGNATURE SERVES AND COCKTAILS WE THINK BRING OUR TASTE PROFILE TO LIFE.

Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit. 56

DEFIANT GIN COMES IN PLENTY

OF SIZES

THE BOTTLE1.75L

1L

700ML

750ML

50ML

350ML

375ML

500ML

57

STICKING TWO FINGERS UP TO TRADITIONWE’VE RE-INVENTED LONDON DRY GIN AND BLOWN THAT STRONG JUNIPER TASTE OUT OF THE TONIC WATER – CREATING A SMOOTH, BALANCED GIN WITH MULTIPLE LAYERS OF FLAVOUR FOR MAXIMUM MIXABILITY.

WE START WITH TRIPLE DISTILLED NEUTRAL GRAIN SPIRIT MADE WITH ONLY THE FINEST, LOCALLY SOURCED BRITISH WHEAT AND WATER. WE THEN DO A FOURTH DISTILLATION BUT THIS TIME WE ADD OUR BOTANICALS TO THE POT STILL. AND THAT’S WHEN THE MAGIC HAPPENS…

THE PRODUCTTHE PRODUCTTHE PRODUCT

Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit. 58

Oily juniper and earthy angelica combine with the light citrus of lemon and coriander to create the perfect base for the

other botanicals to hang from.

START WITH A PERFECT BASE

ANGELICAGermany

CORIANDERMorocco

JUNIPERItaly

LEMONSpain

We then add a special combination that work together to give subtle fl oral notes, extra length and a warming spice.

ADD A LAYER OF COMPLEXITY

ALMONDSpain

CASSIAIndo-China

LIQUORICEChina

ORRISItaly

These distinctive botanicals blend to add nuttiness,fruity notes and freshness beyond compare.

FINISH WITHA LAYER OF DISTINCTION

DRAGON EYEChina

LAVENDERFrance

DRAGON EYE LOTUS LEAVESChina

WHITE POPPYTurkey

YES, WE USE 12 BOTANICALS. AND YES THEY COME FROM EXOTIC CORNERS OF THE EARTH BUT THAT’S NOT OUR SECRET.

WHAT MAKES BULLDOG REALLY SPECIAL IS HOW WE’VE CRAFTED OUR LIQUID SO THAT EACH BOTANICAL CAN PLAY ITS OWN PARTICULAR ROLE IN CREATING OUR SMOOTH, BALANCED FLAVOUR PROFILE.

Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit.

BULLDOG BOTANICALS

59

AFTER THE 4TH DISTILLATION WHICH INCLUDES THE BULLDOG BOTANICALS, WE BRING THE LIQUID DOWN TO 40% CREATING A SMOOTH, BALANCED GIN WITH MULTIPLE LAYERS OF FLAVOUR

FOR MAXIMUM MIXABILITY.

60

BULLDOG IS SMOOTH ENOUGH TO DRINK ON THE ROCKS.BOLD ENOUGH TO PERFECT THE GIN & TONIC.VERSATILE ENOUGH TO SHAKE UP ANY COCKTAIL.

BULLDOG IS READY TO MIX WITH ANYTHING, SO YOU CAN BE AS BOLD AND CREATIVE AS YOU LIKE

SURPRISINGLY REFRESHING YOUR FIRST SIP OF BULLDOG GIVES AN UNEXPECTED CRISP CITRUS RATHER THAN THE USUAL JUNIPER YOU FIND IN MOST GINS.

BULLDOG’S BALANCED LAYERS OF FLAVOUR ADD AN EXTRA DIMENSION TO WHATEVER YOU ARE DRINKING.

IN FACT WE WOULD BE SO BOLD TO SAY ANYTHING VODKA CAN DO, BULLDOG DOES BETTER.

WE ENCOURAGE YOU TO EXPERIMENT TO FIND YOUR PERSONAL FAVOURITE BUT HERE’S SOME INSPIRATION TO GET YOU STARTED…

OUR SERVES

Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit for more information 61

Ingredients:2 PARTS BULLDOG GIN 5 PARTS PREMIUM TONIC WATER

Garnish: Lemon and lime wedgeGlass: Copa glassTasting Notes: Great marriage between the quinine

and the fresh citrus in BULLDOG amplified by the addition of citrus fruits.

Method: Fill the copa glass with 6-8 hard ice cubes.Add BULLDOG gin and top with the premium tonic water.Finish off with the lemon and lime wedge garnish.

THE MODERN G&T WE ARE

NOT JUST ANOTHER GINBULLDOG DEFIES THE CONVENTION OF THE SAME OLD SAME OLD. OUR LAYERS OF FLAVOUR MAKE US THE MOST VERSATILE G TO YOUR T.

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STAR ANISE & RASPBERRIES

BERRIES & MINT

LEMON & ORANGE

LIQUORICE & LIME

Cool minty freshness balances with the sweet berries to completely revitalise the G&T as you know it.

A classic G&T with a slice of orange to compliment the citrus layer in BULLDOG.

A well balanced mix that brings out the liquorice and citrus layers in BULLDOG creating a drink bursting with flavour.

Waking up the earthy flavours in BULLDOG with the star anise and balanced with a few raspberries.

A FEW OF OUR FAVOURITES...

THE MODERN G&T

63

ULTIMATE NEGRONI

BULLDOG BRINGS A DISTINCTIVE COMBINATION OF BOTANICALS TO THE BAR WHICH MEANS WE MIX WITH ANYTHING SO GIVE MORE NUTS TO YOUR NEGRONI.

WE’RE READY FOR ANYTHING

Ingredients:1 PART BULLDOG GIN 1 PART CAMPARI®1 PART SWEET VERMOUTH

Garnish: Orange sliceGlass: Tumbler or rocks glassTasting notes: Spicy and bittersweet with a long,

aromatic finish.Method: Place all ingredients into an ice-filled

mixing glass and gently stir for 10-15 seconds to ensure the alcohol dilutes with the ice.Pour into a tumbler or rocks glass and garnish with orange slice.

64

Ingredients:2 PARTS BULLDOG GIN 2-3 DASHES OF ANGOSTURA® BITTERS5 PARTS PREMIUM SODA WATER

Garnish: Lemon sliceGlass: Hi-ball glassTasting notes: Brings out the classic earthy notes

of gin, balanced with the fresh citrus of BULLDOG ending with a crisp, dry finish.

Method: Fill hi-ball glass with 6-8 hard ice cubes.Pour BULLDOG over the ice.Add 2-3 dashes of Angostura® Bitters.Top with premium soda water. Finish off with the lemon slice.

BULLDOG, SODA, BITTERS AND LEMON TOO MUCH

FLAB IN YOUR TONIC BUBBLE?OUR DISTINCTIVE BUNCH OF BOTANICALS COMBINE TO GIVE UP AN EXCEPTIONALLY FRESH AND UNEXPECTED CITRUS FINISH.PERFECT FOR SIMPLE SODA & BARTENDERS’ FAVOURITE BITTERS.

65

MARTINI UP WITHA TWIST

WE GAVE GIN A KICK IN THE BOTANICALSUP WITH A TWIST, THAT’S HOW WE LIKE IT.SMOOTH, WITH NO HEAVY JUNIPER, BULLDOG IS THE PERFECT CONSPIRATOR.

Ingredients:5 PARTS BULLDOG GIN1 PART DRY VERMOUTH

Garnish: Lemon twist or olive on a bamboo prismGlass: 5 oz Martini glassTasting notes: Best served bone dry then fi nished

with a twist of lemon.Method: Fill up mixing glass with hard ice cubes

and add a few drops of dry Vermouth.Stir to chill the mixing glass and discard the ice. Refi ll the mixing glass with fresh, hard ice cubes.Pour 5 parts BULLDOG gin and stir for 15 seconds to achieve perfect dilution before pouring into a 5 oz Martini glass.

66

BULLDOG ROCKS

SMOOTHER ON THE INSIDEIF YOU THINK THE BOTTLE LOOKS GOOD, YOU SHOULD TRY WHAT’S INSIDE. BECAUSE UNLIKE OTHER LONDON DRY GINS BULLDOG HAS MULTIPLE LAYERS OF FLAVOUR MAKING IT SMOOTH ENOUGH TO ENJOY ON THE ROCKS WITH A CITRUS WEDGE.

Ingredients:2 PARTS BULLDOG GIN

Garnish: Grapefruit wedge (or your favourite citrus)

Glass: Rocks glassTasting notes: Unexpectedly smooth and refreshing,

the grapefruit brings out the fresh citrus notes in BULLDOG.

Method: Fill tumbler or rocks glass with 4-6 hard ice cubes.Pour BULLDOG over the ice.Finish off with the grapefruit wedge.

67

Ingredients:2 PARTS BULLDOG GIN 1 PART FRESHLY PRESSED LEMON JUICE3 DASHES SIMPLE SYRUP 3 PARTS PREMIUM SODA WATER

Garnish: Lemon wheel, sprig of mintGlass: Hi-ball glassTasting notes: Long, lemony cocktail. Sour with a

gentle aroma of sweetness.Method: Shake all ingredients apart from the

soda water together for 15 seconds.Pour over cubed ice and crown with premium soda water into a hi-ball glass.Finish off with the orange wheel and sprig of mint.

THE BULLDOG TOM COLLINS

WE DONT MIND IF YOU CALL US JOHN OR TOM BUT REMEMBER THAT IT IS THE MASH UP OF OUR CITRUS NOTES WITH OUR DISTINCTIVE BOTANICALS THAT MAKE US THE PERFECT COLLINS.

DON’T CALLME LEMON

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Ingredients:2 PARTS BULLDOG GIN 2-3 DASHES ELDERFLOWER CORDIAL5 PARTS PREMIUM SODA WATER

Garnish: Orange wheel, sprig of rosemaryGlass: Hi-ball glassTasting notes: The smell of summer elderflower

complements the natural sweetness of the Chinese dragon eye to create a cool, refreshing drink.

Method: Fill hi-ball glass with 6-8 hard ice cubes.Pour BULLDOG over the ice.Add elderflower cordial.Top with premium soda water. Finish off with the orange wheel and sprig of rosemary.

BULLDOG, SODA AND ELDERFLOWER DON’T BE

FOOLED BY THE COOL, DARK EXTERIORBULLDOG HAS A SWEET SIDE TOO. EMBRACE IT BY ADDING A LITTLE ELDERFLOWER.

69

ZIGGING WHILE ALL OTHERS ZAG, THE BULLDOG CONSUMER IS RESTLESS.THEY SEARCH FOR LIKE-MINDED BRANDS TO CREATE MOVEMENTS THEY CAN BE PART OF, WORLDS THEY CAN BUILD AND CONVERSATIONS THEY CAN LEAD. TAPPING INTO MOMENTS OF POPULAR CULTURE, BULLDOG CAN OWN THAT CHITTER CHATTER THROUGH COLLABORATORS, CO-CONSPIRATORS AND A TOPICAL AND NIMBLE APPROACH TO STORYTELLING.

SO THIS TOOLKIT HAS BEEN PROVIDED FOR CONSISTENCY OF MESSAGING ACROSS ALL TOUCHPOINTS, AS WELL AS THOSE KEY MESSAGES SHOULD YOU FIND YOURSELF STUCK IN A LIFT.

Please refer to ‘PR Support’ folder in toolkit for more information 70

A GOOD PR STORY IS INFINITELY MORE EFFECTIVE THAN A FRONT PAGE AD.”

RICHARD BRANSON,Founder of Virgin Group

71

WE ARE ALL OUR OWN WORK AND AS A CHALLENGER BRAND WE CAN’T OUTSPEND THE BIG GUNS…LIKE DOLLAR SHAVE CLUB TAKING ON GILLETTE OR BREWDOG TAKING ON BUDWEISER, BULLDOG NEEDS TO DO THE UNEXPECTED TO GET ATTENTION.

1 BE TOPICAL AND NIMBLE IN THOUGHT AND DEED BRINGING OUR MODERN GIN POSITIONING TO LIFE IN THE REAL WORLD.

2 WIN MINDSHARE – CREATE BUZZ SO LOUD THE SOCIAL MAVERICK COULDN’T TURN DOWN THEIR MOBILE SPEAKER IF THEY TRIED.

3 ATTRACT CO-CONSPIRATORS AND LIKE-MINDED BRANDS TO BRING THE ‘WE ARE BULLDOG’ ATTITUDE TO LIFE THROUGH COMPELLING STORYTELLING IN A CONNECTED WORLD.

THREEOBJECTIVES

WHY BOTHER?

72

WE ARE BULLDOG.WE’VE ALREADY TOLD YOU THAT THESE 3 WORDS SUM UP OUR VOICE BUT THEY ALSO DIRECT WHERE WE ARE GOING ACROSS EVERYTHING WE DO (AND WE DO MEAN EVERYTHING).

NO BULLSH*T ATTITUDEWE SAY IT HOW IT IS AND ALWAYS WITHA BRITISH ACCENT.

WE ARE BOLD, CONFIDENTAND COMMANDINGSO WE KEEP COPY SHORT AND TO THE POINT.

WE SURPRISEAND DISRUPTLIKE OUR CONSUMERS, WE HAVE A POINT OF VIEW AND WE AREN’T AFRAID TO SAY IT OR JOIN THE CONVERSATION.

WE ARE INTELLIGENTAND INSIGHTFULSO WE STAY TRUE TO OUR POINT OF VIEW AND WE MIGHT REPEAT OURSELVES.

WE USUALLY DOTHE UNEXPECTEDIF ANOTHER GIN OR VODKA BRAND IS INVOLVED YOU WONT FIND US THERE AND IF YOU DO WE’LL BE CAUSING A STIR.

WE ARE GUIDED BY INSTINCT NOT BY PRINCIPLES.

73

BEING A CHALLENGER BRAND IN THOUGHTAND DEED

BULLDOG should always be ahead of the rest – pre-empt trends and have a voice on them.

Put a spotlight and get involved with people and events that support the up and coming.

Slide BULLDOG into relevant conversations with social mavericks and not just those associated with drink, but also those who have a point of view on something they care about.

IT’S TIME TO PUT UP A FIGHT

1.BULLDOG PR IS A POWERFUL VEHICLE TO EXPRESS THE ‘WE ARE BULLDOG.’ ATTITUDE AND DELIVER OUR POINT OF VIEW ON THE WORLD OF GIN AND WHITE SPIRITS.

PLACE BULLDOG IN FRONT OF THE RIGHT MEDIA TALKING ABOUT THE RIGHT TOPICS TO ENSURE BULLDOG GETS ITS POINT OF VIEW ACROSS.

74

WINNING MINDSHARE AND CREATING BUZZTO WIN MINDSHARE AMONGST OUR SOCIAL MAVERICKS AND TRADE INFLUENCERS IS TO TELL A STORY AND TO TELL THAT STORY CONSISTENTLY THROUGH A STEADY STREAM OF RELEVANT, RICH AND ENGAGING CONTENT.

It starts with your social maverick – what are their sweet spots in fashion, music, art, design, photography, bartending or film. Remember dig deep here, get into the nitty gritty of what they really want.

Identify media partnerships that are relevant to your local social maverick, ensure they live the BULLDOG spirit and collaborate for an editorial match made in heaven.

Liquid to lips – look for event partners so you can not only capture content but ensure everyone gets surprised by our smooth and versatile liquid.

2.

75

MEDIA PARTNERS

EVENT PARTNERS

NEWS INTERNATIONALMajor news corporation with no one tone of voice or personality.

GOOD MORNING AMERICAFamily focused, plays it safe.

OK!Celebrity focused magazine with no strong opinions or disruptive behaviour.

NATIONAL TELEVISION AWARDSWrong audience, family focused, lower quality celebrity.

GRAMMY AWARDSVery traditional awards format, focused on major players in the acting world.

MISS WORLDDoes not champion individuality.

HUNGER TVAlways look at content in a di�erent way. Don’t take themselves too seriously.

INTERVIEWFounded by leading art figure Andy Warhol, Aspirational - originally only distributed to the ‘in crowd’.

GQChose to take on Esquire to beat them as the most famous men’s lifestyle title.

LONDON COLLECTIONS: MENCelebrates all things British and up and coming. Embraces entrepreneurial spirit and originality of new designers.

TRIBECA FILM FESTIVALCelebrates and supports emerging film talent.

GLAAD MEDIA AWARDSCelebrating diversity and championing the underdog.

WE’RE LESS INCLINED TOWARDS

WE’RE LESS INCLINED TOWARDS

WE SPEND TIME WITH...

WE SPEND TIME WITH...

76

IDENTIFY LIKE-MINDED BRANDS AND INFLUENCERS THAT BRING THE ‘WE ARE BULLDOG’ ATTITUDE AND PERSONALITY TO LIFE THROUGH EXPERIENCES CREATING POWERFUL STORIES WITHIN OUR CONSUMER SWEET SPOTS.

WORD OF MOUTH (WOM TO US) IS ESSENTIAL FOR BUILDING A CHALLENGER BRAND.

ENCOURAGING BUZZ THROUGH UNIQUE EXPERIENCES WILL HELP US DRIVE DEEPER ENGAGEMENT AND CREATE CONSUMER DEMAND.

OUR PARTNERS...ARE PREMIUM LIKE OUR GIN.PUSH CREATIVE BOUNDARIES AND HAVE A DIFFERENT VIEW ON THE TRADITIONAL.ALIGN WITH WE ARE BULLDOG ATTITUDE & VALUES.ARE RELEVANT TO SOCIAL MAVERICK AND PREMIUM GIN /VODKA AUDIENCE.GIVE MEDIA A REASON TO LOVE AND TALK ABOUT BULLDOG.

STORYTELLING3.

77

THEY WILLBE DOING SOMETHING / BE LIVING A LIFE THAT DEFIES CONVENTION.

HAVE THEIR OWN SPHERE OF INFLUENCE.

BE ACTIVE ON SOCIAL MEDIA.

LIVE / WORK / HAVE PRESENCE IN THE IDENTIFIED TARGET URBAN AREAS.

BE HAPPY TO ACT AS ‘CONSUMER AMBASSADORS’ RATHER THAN SEE IT AS A JOB.

A BULLDOG INFLUENCER IS SOMEBODY WHO EMBODIES THE ‘WE ARE BULLDOG.’ SPIRIT. THEY ARE LIVING THEIR LIFE THEIR WAY OR DOING SOMETHING THAT DEFIES CONVENTION IN FASHION, MUSIC, ART, DESIGN, PHOTOGRAPHY, BARTENDING OR FILM.

PUT IT THIS WAY, IF ANY OTHER GIN OR VODKA BRAND COULD WORK WITH THEM THEY’RE NOT RIGHT FOR BULLDOG. Please refer to ‘Influencers and Social Media’ folder in

toolkit for more information 78

BRAND PARTNERS

INFLUENCERSDAVID BECKHAM, FOOTBALLER, MODELDoesn’t have much to say, doesn’t like to create controversy.

KYLIE MINOGUE, SINGERToo ‘pop’, too established, wrong audience.

COLDPLAY, MUSIC ARTISTNo longer challenging with their music in recent years as they try to appeal to the masses.

NICK KNIGHT, PHOTOGRAPHER Pushing boundaries in the creative space, getting audiences to think again about what they are looking at.

NOEL CLARKE, ACTOR, DIRECTORWrote, directed and starred in Adulthood and Kidulthood and carved the way for young black aspiring actors and writers.

DISCLOSURE, MUSIC ARTISTUsed classical music degree to create tracks for a new generation and uploading to Myspace.

WE’RE LESS INCLINED TOWARDSWE SPEND TIME WITH...

GAPSafe, very American in style, doesn’t feel identifiable.

HILTONToo large and established, experience o�ered isn’t special or unique.

PAUL SMITHTalks to dad not our social maverick. Once iconic now just ubiquitous.

FARFETCHChampioning emerging fashion talent.

SOHO HOUSEChampioning creative industry and its spirit.

ALEXANDER MCQUEENThe maverick of British fashion. Clothed Bowie and Kate Moss.

WE’RE LESS INCLINED TOWARDSWE SPEND TIME WITH...

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WE’VE CREATED A SMOOTH BALANCED GIN WITH MULTIPLE LAYERS FOR MAXIMUM MIXABILITY AND A CITRUS NOTE WE LIKE TO MAKE THE MOST OFWE NEED TO GIVE MEDIA A STORY. ONE THAT SPARKS THE IMAGINATION.

WE DO THIS BY PROVIDING A NEW CHAPTER IN THE GIN STORY THROUGH OUR MODERN INTERPRETATIONS OF OLD CLASSICS.

Please refer to ‘Trade Story and Drink Strategy’ folder in toolkit for more information. 80

THE MODERN G&T

ULTIMATE NEGRONI

BULLDOG, SODA, BITTERS AND LEMON

MARTINI UP WITH A TWIST

THE BULLDOG TOM COLLINS

WE’VE SELECTED SERVES THAT DEMONSTRATE OUR DISTINCTIVE CHARACTER AND MAKE US STAND OUT FROM THE CROWDREFER TO THE DRINKS IN THE PRODUCT SECTION FOR MORE DETAIL.

Please refer to PR support folder for more information 81

1 1

2 2

3

4

3

BULLDOG OFFERS SMOOTH YET COMPLEX FLAVOURS THAT PROVIDE SUPREME MIXABILITY THAT THE NEW WAVE OF GIN DRINKERS ENJOY – WITHOUT THE HEAVY JUNIPER TASTE THAT THEY DO NOT.

A LONDON DRY GIN WITH A MODERN TWIST, BULLDOG HAS A DISTINCTIVE FLAVOUR WITH REFRESHINGLY CRISP CITRUS NOTES AND A SUPREMELY BALANCED FINISH, RENDERING IT THE MOST VERSATILE GIN ON THE MARKET.

BULLDOG IS MADE USING 12 BOTANICALS COMING FROM 8 DIFFERENT COUNTRIES INCLUDING DRAGON EYE AND LOTUS LEAVES FROM CHINA AND WHITE POPPY FROM TURKEY. THEY ARE SOURCED FROM THE SAME REGIONS EACH YEAR GUARANTEEING QUALITY AND CONSISTENCY.

THE BULLDOG BOTANICALS ARE CAREFULLY SELECTED FOR WHAT EACH OF THEM CAN ADD TO THE OVERALL FLAVOUR. IN TRUE BRITISH STYLE WE BRAZENLY CRAFT OUR LIQUID SO EACH BOTANICAL CAN SHINE THROUGH AND CREATE LAYERS OF COMPLEXITY RESULTING IN OUR SMOOTH, BALANCED FLAVOUR PROFILE.

BULLDOG HAS RE-INVENTED LONDON DRY GIN AND BLOWN THAT STRONG JUNIPER TASTE OUT OF THE TONIC WATER – CREATING A SMOOTH, BALANCED GIN WITH MULTIPLE LAYERS OF FLAVOUR FOR MAXIMUM MIXABILITY. WE ARE NOT THE SAME OLD GIN.

BULLDOG HAS TWELVE BOTANICALS BUT FOR US IT’S NOT ABOUT THE NUMBERS IT’S ABOUT HOW THEY EACH PLAY THEIR PART IN CREATING A SMOOTH BALANCED GIN WITH MULTIPLE LAYERS FOR MAXIMUM MIXABILITY.

BULLDOG GIN IS SMOOTH ENOUGH TO DRINK ON THE ROCKS, BOLD ENOUGH TO PERFECT THE GIN & TONIC AND VERSATILE ENOUGH TO SHAKE UP A COCKTAIL.

TRADE CONSUMERHERE’S THE TOP THINGS WE NEED YOU TO SAY…

STUCK IN A LIFT?

82

IT’S NOT JUST ABOUT ‘LIKES’ IT’S MORE ABOUT ‘LOVES’ – BULLDOG FIGHTS HARD IN NUMBERS SO NOW IT’S TIME TO DRIVE CONVERSATIONS AND SHARE STORIES.THIS SOCIAL FRAMEWORK IS TO ASSIST THE DELIVERY OF DIGITAL CONTENT FOR BULLDOG GLOBALLY. THIS IS A WORK IN PROGRESS BUT IN THE MEANTIME HERE ARE A FEW THOUGHTS ON THE APPROACH TO SOCIAL, THE TONE OF VOICE AND ALSO SOME GENERAL GUIDELINES.

83

BULLDOG HAS A GLOBAL WEBSITE BUT IT’S NOT QUITE AS BOLD AND PROVOCATIVE AS WE WOULD LIKE AND OUR SOCIAL CHANNELS AREN’T THE FRIENDLIEST OR MOST ENGAGING SO WE’RE WORKING ON IT.

IN THE MEANTIME HERE’S SOME GUIDELINES ON LEVERAGING SOCIAL AND WHY WE SAY, ALONGSIDE PR AND DRIVING TRIAL, SOCIAL STORYTELLING IS A GLOBAL PRIORITY FOR BULLDOG.

84

WE RECOMMEND THESE 3 THINGS FOR SOCIAL STAND OUT

AMPLIFY BRAND EXPERIENCE1

2

3

SPEAK THEIR LANGUAGE

GIVE THEM A PLATFORM

BULLDOG SOCIAL FRAMEWORK

#BULLDOG #BULLDOGGIN @BULLDOGGIN#WEAREBULLDOG AND/OR CAMPAIGN HASHTAG

AMPLIFY EVENTS TO TELL A FULL STORY: PRE- DURING AND POST.CREATE CONTENT THAT EXPANDS THE BRAND CREDENTIALS.ENCOURAGE SHARING.

BEHAVE GENEROUSLY AND CONVERSE REGULARLY.REACT AND HAVE A POINT OF VIEW ON CONVERSATIONS AND EVENTSHAPPENING NOW THAT BRING BULLDOG ATTITUDE TO LIFE.CONSISTENCY OF BRAND TONE OF VOICE.

DEVELOP ACTIVITY THAT CELEBRATES AND FACILITATES SOCIAL MAVERICKS TO CREATE CONTENT AND EXPERIENCES THAT BULLDOG CAN OWN AND AMPLIFY.

85

AND IT’S THREE WORDS FOR A

REASON.IT’S CONFIDENT.

TO THE POINT.TAKE IT OR LEAVE IT, IT’S WHO WE ARE.

WE ARE A DEFIANT BREED.WE ARE MODERN BRITAIN.

WE GO AGAINST CONVENTION AND TRADITION. WE’RE NOT FLOWERY OR OVER-FRIENDLY.

WE’RE NOT SILLY OR SHOUTY.WE ARE BULLDOG.

WE TELL IT LIKE IT IS.WE KEEP IT SHORT.

WE’RE NOT RUDE OR AGGRESSIVE.WE JUST HAVE AN OPINION AND WE SHARE IT.

IF WE LIKE SOMETHING, WE TELL PEOPLE.IF WE DON’T LIKE SOMETHING, WE TELL PEOPLE.

WE NEVER TALK FOR THE SAKE OF IT. VWE EDIT EVERYTHING WE WRITE.

DO WE NEED THAT WORD?WHAT IS IT ADDING?

IF THE ANSWER’S NOTHING, WE DELETE IT. SHORT = GOOD.

YES, IT’S A NEW WAY OF DOING THINGS. BUT WE’VE ALWAYS DEFIED CONVENTION.

WE ARE BULLDOG.

THE BULLDOG GUIDE TO SOCIAL MEDIA POSTS

THE WAY WE TALK ABOUT BULLDOG IS CHANGING SLIGHTLY.

BUT HOW?

AND INTO WHAT?

IT’S SUMMED UP IN THREE WORDS...

WE ARE BULLDOG.86

VISUAL IDENTITYSTYLE THE STYLE MUST ALWAYS STRIVE TO REFLECT THE BRAND GUIDELINES AND CHARACTERISTICS. BLACK AND WHITE, BOLD, URBAN. IMAGES SHOULD FEEL AUTHENTIC AND REAL VS. OVER STYLISED AND HAVE A PHOTOGRAPHIC FEEL. THE BOTTLE AS AN ICONIC IMAGE IN ALL SHOTS – WHETHER PRODUCT OR CONSUMER LED.

CREATE STANDOUT BY USING VIDEO AND DISRUPT THE USERS BEHAVIOUR, CAUSING THEM TO PAY ATTENTION.

STYLE ACCORDING TO THE SOCIAL CHANNEL BEING USED AND TELL THE STORY.

PEOPLE AND PLACESIMAGES SHOULD PORTRAY OUR SOCIAL MAVERICK, IN THEIR ENVIRONMENT, AND INCLUDE A RANGE OF SOCIAL ENVIRONMENTS WHERE THEY ENJOY BULLDOG AS WELL AS WHERE THEY LIVE LIFE/

PRODUCT LEVERAGE ICONIC IMAGES OF THE BOTTLE AND COCKTAILS TO INCREASE LEVEL OF BRAND DESIRABILITY.

TONE OF VOICEREACT TO CONVERSATION AND THE MEDIA AGENDA AND ADDRESS THE BULLDOG OPINION ON IMPORTANT SOCIAL ISSUES. ALTER THE COPY SO IT’S SHORTER AND BOLDER IN TONE.

COPY SHOULD INSPIRE AUDIENCE TO REACT AND SHARE.

A FEW OTHER HINTS & TIPS

AND ENSURING THAT BULLDOG IS CONSISTENTLY PORTRAYED IN THE DIGITAL ENVIRONMENT AND ACROSS THE RIGHT CHANNELS.

THIS SECTION PROVIDES GENERAL GUIDELINES IN APPROACHING SOCIAL MEDIA

GENERAL RULESIN NO WAY PROMOTE OR ACCEPT IMMODERATE CONSUMPTION.

AVOID PHRASES THAT REFER DIRECTLY OR INDIRECTLY TO INCREASED CONSUMPTION.

LIVE DEFIANTLY, DRINK RESPONSIBLY.

DO NOT GIVE OUT SALES DATA OR PROFITS. DO NOT TALK ABOUT THE COMPETITION. WHERE IT BECOMES NECESSARY, WE APPRECIATE THE WORK AND RESPECT THE PROPOSALS OF OUR COMPETITORS.

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WE WORK WITH OUR GLOBAL PARTNERS TO ENSURE BULLDOG DOES THINGS RESPONSIBLY WHILST STILL DEFYING CONVENTIONSAS A MAJOR PARTNER FOR BULLDOG, THE NEXT PAGES REFLECT THE CSR AND BRAND RULES OF CAMPARI® TO ENSURE WE ARE COMPLIANT WHILST DOING THINGS OUR WAY.

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BRAND RULESCOMMERCIAL COMMUNICATION SHALL: BE LEGAL, DECENT, HONEST, TRUTHFUL AND CONFORM TO GOOD BUSINESS PRACTICE; BE PREPARED WITH A DUE SENSE OF SOCIAL RESPONSIBILITY AND BE BASED ON PRINCIPLES OF FAIRNESS AND GOOD FAITH; AND SHALL NOT IN ANY CIRCUMSTANCES BE UNETHICAL OR OTHERWISE IMPUGN HUMAN DIGNITY AND INTEGRITY.

GRUPPO CAMPARI COMMITTMENTGRUPPO CAMPARI TAKES ITS COMMITMENT TO THE RESPONSIBLE SALE AND MARKETING OF ITS PRODUCTS VERY SERIOUSLY. GRUPPO CAMPARI RECOGNIZES THAT EXCESSIVE OR IRRESPONSIBLE CONSUMPTION OF ALCOHOLIC BEVERAGES MAY HAVE PERSONAL, SOCIAL OR HEALTH CONSEQUENCES. THE PURPOSE OF THIS (INTERNAL) CODE IS TO ENSURE THAT GRUPPO CAMPARI COMMERCIAL COMMUNICATIONS SHALL NOT ENCOURAGE ABUSE OR EXCESSIVE CONSUMPTION OF ALCOHOL OR CONDONE ANY KIND OF MISUSE. GRUPPO CAMPARI SHALL ENCOURAGE CONSUMERS, OF LEGAL DRINKING AGE, TO ENJOY GRUPPO CAMPARI’S PRODUCTS IN MODERATION AND IN A RESPONSIBLE MANNER. GRUPPO CAMPARI SHALL NOT PROMOTE, ENCOURAGE OR TOLERATE EXCESSIVE CONSUMPTION AND NOR SHALL GRUPPO CAMPARI ENCOURAGE OR UNDERTAKE ANY ACTIVITY WHICH MAY RESULT IN A NEGATIVE SOCIAL IMPACT. WHEN MARKETING, PROMOTING AND COMMUNICATING GRUPPO CAMPARI PRODUCTS, THE HIGHEST LEVELS OF CORPORATE INTEGRITY AND SOCIAL RESPONSIBILITY SHALL BE MAINTAINED AT ALL TIMES. TO THIS SCOPE, ALL EMPLOYEES INVOLVED IN MARKETING ACTIVITIES AND ALL EXTERNAL MARKETING BUSINESS PARTNERS - INCLUDING SPONSORS- NEED TO BE INFORMED OF THIS CODE.

COMMERCIAL COMMUNICATIONSCOMMERCIAL COMMUNICATIONS ARE DEFINED AS: “ALL BRAND ADVERTISING OR MARKETING COMMUNICATIONS TO CONSUMERS REGARDLESS OF THE MEDIUM USED” (E.G. PRINT, TV, CINEMA, INTERNET, NEW TECHNOLOGIES AND SPONSORSHIP). DUE TO ITS PECULIARITIES, SPECIFIC RULES ABOUT DIGITAL MARKETING HAVE BEEN HEREWITH INCLUDED.

MISUSECOMMERCIAL COMMUNICATIONS SHALL NEVER DEPICT SITUATIONS SUGGESTING EITHER AN UNHEALTHY ATTACHMENT OR AN ADDICTION TO ALCOHOL, OR THE BELIEF THAT RESORTING TO ALCOHOL CAN SOLVE PERSONAL PROBLEMS. COMMERCIAL COMMUNICATIONS SHALL NEVER LEAD THE PUBLIC TO BELIEVE THAT THE CONSUMPTION OF ALCOHOLIC BEVERAGES CONTRIBUTES TO MENTAL, PHYSICAL OR

SEXUAL EFFICIENCY OR THAT NOT CONSUMING ALCOHOL LEADS TO PHYSICAL, PSYCHOLOGICAL OR SOCIAL INFERIORITY. COMMERCIAL COMMUNICATIONS SHALL AVOID ANY ASSOCIATION WITH, ACCEPTANCE OF, OR ALLUSION TO DRUG CULTURE. COMMERCIAL COMMUNICATIONS SHALL NEVER ENCOURAGE THE EXCESSIVE, UNCONTROLLED CONSUMPTION OF ALCOHOLIC BEVERAGES AND SHALL NEVER DEPICT SOBRIETY AND ABSTEMIOUSNESS AS A NEGATIVE VALUE.

ALCOHOL AND YOUNG PEOPLECOMMERCIAL COMMUNICATIONS SHALL NOT TARGET OR REFER TO MINORS (THOSE YOUNG PEOPLE WHO ARE NOT OF LEGAL DRINKING AGE IN THE COUNTRY WHERE THE COMMERCIAL COMMUNICATION IS LAUNCHED), EVEN ONLY INDIRECTLY, OR DEPICT MINORS CONSUMING ALCOHOL. COMMERCIAL COMMUNICATIONS SHALL ONLY PROMOTE CAMPARI PRODUCTS IN PRINT AND BROADCAST MEDIA FOR WHICH AT LEAST 70% OF THE AUDIENCE ARE REASONABLY EXPECTED TO BE ADULTS (I.E. ABOVE THE LEGAL DRINKING AGE). THEY SHALL NOT PROMOTE CAMPARI PRODUCTS IN PRINT AND BROADCAST MEDIA FOR WHICH MORE THAN 30% OF THE AUDIENCE IS KNOWN OR REASONABLY EXPECTED TO BE MINORS. COMMERCIAL COMMUNICATIONS SHALL ONLY FEATURE MODELS AND ACTORS WHO ARE AT LEAST 25 YEARS OF AGE. COMMERCIAL COMMUNICATIONS SHALL NOT USE OBJECTS, IMAGES, MUSIC AND CHARACTERS (EITHER REAL OR FICTITIOUS, INCLUDING CARTOON FIGURES) OF PRIMARY APPEAL TO MINORS.COMMERCIAL COMMUNICATIONS SHALL NOT USE BRAND IDENTIFICATION SUCH AS NAMES, LOGOS, GAMES, GAME EQUIPMENT OR EITHER ITEMS WHICH PRIMARILY APPEAL TO MINORS.

ALCOHOL CONTENTCOMMERCIAL COMMUNICATIONS SHALL NEVER STRESS THE ALCOHOLIC STRENGTH OF CAMPARI PRODUCTS AS THE MAIN THEME OF THE ADVERTISEMENT.

DRINKING AND DRIVINGCOMMERCIAL COMMUNICATIONS SHALL NOT SUGGEST THAT THE CONSUMPTION OF BEVERAGES IS ACCEPTABLE BEFORE OR WHILE DRIVING MOTOR VEHICLES OF ANY KIND.

HAZARDOUS ACTIVITIESCOMMERCIAL COMMUNICATIONS SHALL NOT SUGGEST THAT THE CONSUMPTION OF BEVERAGES IS ACCEPTABLE BEFORE OR WHILST OPERATING POTENTIALLY DANGEROUS OR HAZARDOUS MACHINERY.

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CSR INFORMATION

GRUPPO CAMPARI’S POSITION ON CORPORATE SOCIAL RESPONSIBILITY.GRUPPO CAMPARI IS A MAJOR PLAYER IN THE GLOBAL BRANDED BEVERAGE INDUSTRY AND BASES ITS LONG TRADITION AND SUCCESS ON A RICH PORTFOLIO THAT SPANS THREE BUSINESS SEGMENTS: SPIRITS, WINES AND SOFT DRINKS.

SPIRITS AND WINE HAVE BEEN ENJOYED BY CONSUMERS FOR CENTURIES. WHEN TAKEN RESPONSIBLY, AS THEY ARE BY THE VAST MAJORITY OF PEOPLE, SPIRITS AND WINE FORM PART OF A BALANCED AND HEALTHY LIFESTYLE.

GRUPPO CAMPARI CONDEMNS EXCESSIVE AND UNDERAGE DRINKING. WE ARE CONCERNED ABOUT ITS NEGATIVE EFFECTS ON OUR DAILY LIVES (E.G. UNDERAGE DRINKING, DRINKING AND DRIVING, ALCOHOL RELATED ILLNESSES, AND IRRESPONSIBLE ATTITUDES), WHICH ALSO CAUSES A NEGATIVE IMAGE AND DAMAGES THE RESPECTABILITY OF OUR INDUSTRY.

GRUPPO CAMPARI IS A MEMBER OF VARIOUS ORGANIZATIONS THAT PROMOTE RESPONSIBLE DRINKING PROGRAMMES AND EDUCATION. FOR MORE INFORMATION PLEASE FOLLOW THIS LINK TO GRUPPO CAMPARI’S DEDICATED WEBSITE SECTION: HTTP://WWW.CAMPARIGROUP.COM/EN/GROUP/SECTOR.JSP

GRUPPO CAMPARI WOULD LIKE TO REMIND EVERYONE THAT IS ILLEGAL TO SELL, DISTRIBUTE OR GIVE ALCOHOLIC BEVERAGES TO PEOPLE NOT OF DRINKING LEGAL AGE EVEN IF SAID PRODUCT IS OF LOW ALCOHOL CONTENT. PLEASE CHECK LOCAL LAWS TO FIND OUT WHAT THE DRINKING LEGAL AGE IS IN YOUR COUNTRY.

ADDITIONALLY, GRUPPO CAMPARI REMINDS ITS EMPLOYEES AND ASSOCIATES TO AVOID DRIVING AFTER CONSUMING ALCOHOLIC BEVERAGES EXCEEDING THE PERMITTED LOCAL LAWS QUANTITY.

LIVE DEFIANTLY. DRINK RESPONSIBLY.

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WEAREBULLDOG.

THANK YOU91