Martin Miller's celebrates journey 'from madness to genius' in new campaign

Martin Miller's Gin has put art and creativity at the heart of a new brand positioning.

Launching from February 2021, the Martin Miller's From Madness To Genius campaign uses a series of artistic assets from the Surrealist movement that nod to its core brand principles, including transformation, process and vision.

The positioning communicates the gin brand's journey "from a 'mad' idea to a genius gin" and is inspired by Martin Miller himself who, along with his co-founders, challenged the conventions of gin production when he launched the brand in 1999.

The roll-out includes a new website featuring interactive touchpoints and links to e-commerce platforms, and a fresh social media strategy using the hashtags #FromMadnessToGenius and #MartinMillersGin.

Alongside the new campaign, Martin Miller's has announced partnerships with the Affordable Online Art Fair (12 March to 5 April 2021) and, depending on Covid-19, the flagship Autumn Edition in Battersea, London in October. The partnerships will see the commissioning of original artworks exploring the 'From Madness To Genius' theme, a series of educational talks and tastings, and themed bar installations.

As the highest-performing market for Martin Miller's Gin, the UK will lead the global roll-out, with ambitions to launch in international markets through 2021 and 2022.

The project is spearheaded by global sales and marketing director Robert Eastham and global brand manager Arturo Illán, both appointed in 2019.

Robert Eastham said: "Ironically, the chaos of the pandemic sharpened our thinking and confirmed the revelance of this new direction. This marks a new beginning for the global Martin Miller's Gin business and a new generation of gin drinkers. Our new positioning will strengthen our brand in the digital sphere and aid our connection to consumers in these strange times. 

"Meanwhile, From Madnes To Genius is all about passion to do something well, according to one's own criteria. It means taking a stance and running with it regardless of the outcome. The founder's dream was to create the best gin in the world, whatever the cost, and he achieved a liquid masterpiece in this creative process."

4 February 2021 - Bethany Whymark