James May is due to announce a ‘Gin of the People’ campaign, under which his brand, James Gin, will ask its fans to create ads as part of a social media campaign. 

 

Advertisements can be submitted by fans either as short pieces of filmed content or banners, and feature or focus on any item/s in the James Gin range. Winning ads will be featured on James Gin’s Instagram and May’s YouTube channel, Planet Gin. 

 

The creators of the 10 best ads will be awarded a gift box from James Gin, and the overall best ad will receive an additional personalised reward from May.

 

May will launch the campaign on his Planet Gin YouTube channel on Saturday 8 June, in celebration of World Gin Day. In a quote from the launch video, in which he addresses James Gin’s customers and fans, May said: “I need your help. You see, the James Gin business is now at that point in its evolution where people think that I should go out and spend a huge amount of money on some poncey advertising and marketing agency to help promote my products. 

 

“But I don’t want to do that, because James Gin is the gin of the people, and I’d rather save that money so that I can offer the gin at a lower price. And this is where you come in. You, after all, are The People. I want you to make the ads for me.”

 

May has previously harnessed his social media following to promote his gin brand; he recently asked followers to ‘roast’ his gin.