Plymouth Gin is set to begin its first consumer advertising campaign in the UK.

The brand - distributed in the country by Maxxium UK - will spend over GBP2m (US$3.78m) on the campaign, which will be part of a wider summer marketing push designed to focus on the smoothness of the gin's taste.

The press advertising consists of five adverts showing a pour of Plymouth Gin avoiding sharp objects including a crocodile, a porcupine, a shark's fin, a crab and a Venus flytrap. The strap line states, 'Nothing comes close to the smoothness of Plymouth Gin.'

The first series of advertisements will appear across special interest and lifestyle publications such as Good Housekeeping and Homes and Gardens as well as national press supplements, and key online national press websites throughout August and September.

The activity will continue through to Christmas and will target London commuters through an extensive outdoor campaign.

 "We are confident that this campaign will not only reiterate the unmistakable quality of Plymouth Gin, but will also generate fresh interest in the brand."said Sophie Rietz-Elvefors, brand director for Plymouth Gin, today (14 August).

A trade advertising campaign was launched in June targeting key trade and wholesale publications.

Maxxium is a marketing and distribution partnership between The Edrington Group, Rémy-Cointreau, Beam Global Spirits & Wine and V&S Absolut Spirits.