A UK-wide consumer campaign is set to be undertaken by spirit brand Sourz as it aims to increase brand awareness, growth and consumer trial.

Tangible picked up the £800,000 brief in March which has been specifically designed to broad the appeal of the brand and make an emotional connect with 18-24 year olds.

The ‘Give it some…’ campaign will look to utilise the insight that ‘getting ready for a night out is as important as the night itself.’ As a result the campaign will aim to establish the relationship between Sourz and personal grooming using fashion and beauty through a national event tour, sampling, on-and-off trade activity, digital, consumer and trade PR, and a national partnership with more! Magazine.

Gregor Mina, senior brand manager for Sourz at Maxxium UK, commented: “Over the last few years we have worked hard to evolve the Sourz brand positioning towards that of a modern mixable spirit.  Our investment in the ‘Give it Some…’ campaign reinforces our commitment towards doing things differently in a way that is totally appropriate to our target consumer, whilst reinforcing our position as the leading brand in the non-cream liqueur category.”   

Tangible Communications will handle the marketing, while sister companies Blonde Digital and Stripe PR will also weigh in.