Insight
Luxury gin brand, Old Curiosity, produces unique and exciting colour-changing gins. Set within the Secret Herb Garden venue, the team distils its brand using 100% natural, hand-harvested botanicals, grown on-site.
After a successful campaign for Old Curiosity’s Christmas gin, we turned our hand to another campaign, to launch new products to market.
Idea
With the range of gins doubling, we identified the need to spread out the launches, so they did not compete with each other, but rather highlighted the suite of products.
As the botanicals are grown at the Secret Herb Garden, we took a seasonal approach so we could both spread out the launches and highlight the natural provenance of the product. We tied each launch to a seasonal event: Valentine’s Day; Mother’s Day; Easter and Summer Solstice.
To further enhance the exclusivity and luxury associated with the brand and to increase social media hits, Old Curiosity Distillery launched limited editions via a subscription based gin club and launched gin garden tours.
Photo courtesy of Lisa Ferguson, Edinburgh Evening News
Impact
Pagoda achieved gin-credible coverage! The new gins were featured widely in print and online in top target publications, reaching over 13m people in just six months. Highlights included: Cosmopolitan.co.uk, The Guardian, Metro, Gardens Illustrated and Good Housekeeping.
Social media was core to our work, with followers and reach increasing widely across a number of platforms including a 20% increase in Facebook likes and an 18% increase in Instagram followers over a 3 month period. As with the Christmas gin, which sold out swiftly, our campaigns boosted gin sales significantly.
Photo by Laura Meek
