NEW YORK: Bulldog Gin has selected Formula PR as AOR following an RFP to help the brand move from a purely trade focus into the lifestyle category.
The company selected Formula after the review because of its experience working with lifestyle brands and its enthusiasm for the work it does with its clients, said Dan Udell, global brand manager for Bulldog.
He added that the company's social media agency, Payton & Company, also recommended Formula to Bulldog.
The brand worked with PR agency The Baddish Group for the last six months, and while Udell said the firm did great work, it was too trade-focused.
“My main desire for Bulldog is to become a lifestyle brand, not necessarily a trade brand,” he explained.
Udell said he wants Payton & Company, Bulldog's ad agency Night, and Formula to work together to have a “full 360 conversation” about the brand.
With a core team of four staffers out of its New York office, Formula will target consumer media, as well as liquor, wine, and beer-focused outlets, to raise awareness of the brand.
“The big goal with Bulldog is to make gin cool and recreate it like a vodka so consumers start to reach for it more commonly than they have, and for it not to be your father or grandfather's drink of choice,” said Formula president Michael Olguin.
Udell said blogger outreach is part of the strategy for the brand, but the main focus is on mainstream media and making Bulldog “part of the national conversation” in the spirits category.
Formula will help Bulldog form strategic partnerships, some with English heritage brands since the gin is handcrafted in England, said Olguin. He added that the agency will leverage a program around Winston Churchill's birthday on November 30, and events and taste samplings for Bulldog will launch throughout the year.
The agency's experience in the wine and spirits sector includes work with Remy Cointreau, Rhone Valley Wine, Newcastle, and more.