Britvic premium mixer brand The London Essence Company has unveiled a new look ‘London Distilled’ campaign to help bring a fresh perspective to the category, centred around the concept of mixing.

Celebrating the different characters found in metropolitan cities such as London, the two-month campaign is set to be showcased across OOH, social media and strategic media partnerships.

In addition to the Big Smoke, the advert will be live in key cities such as Manchester, Edinburgh, Dublin and Belfast, with large billboards at premium contextual sites, linked to travel routes where consumers of premium mixers head in order to celebrate the festive season.

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The campaign will be  bolstered by media partnerships with The Times and Sheer Luxe – with The Times media partnership set to include a content series celebrating Londoner’s Henry Holland and Sophie Ellis-Bexter.

To help boost engagement further, there will be an interactive map to guide Londoners towards the best bars to experience this winter.

“We’re thrilled to be launching the next stage of our journey with the debut of our London distilled campaign across Great Britain and Ireland,” said London Essence Company co-founder Ounal Bailey.

“We are born of London and are proud of the creativity that is fostered in not only in our home city, but cities around the world. Our campaign captures the tastemakers of London, both in our creative and in our partnerships, they inspire us and our audience”.

mSix&Partners client lead Laura Varnam said: “We’re proud to continue our great work with London Essence and bring the true Essence of London to our tastemaker audience. Bringing together partnerships, impactful OOH and world class social executions to deliver the alchemy that truly delivers media greater than the sum of its parts”.