Secret Garden Gin
Brief
To launch a trio of floral-inspired, colour-changing gins from The Old Curiosity Distillery near Edinburgh.
Strategy
The agency launched the campaign with a focus on the brand’s founder, Hamish Martin. Multiple interviews were set up, spearheaded by big feature pieces in The Metro and easyJet Traveller magazine.
Samples were sent out to key media and influencers and the brand’s debut was featured on everything from shopping pages to What’s Hot round ups.
Momentum was maintained by using calendar dates such as Valentine’s Day and Mother’s Day as springboards for coverage.
Substantial editorial was subsequently secured, firstly in the drinks trade and then in consumer media that included GQ, Town & Country, Sunday Express, ELLE, Olive, The Independent, The Sun and BBC Good Food among many others.
Press visits were arranged to the distillery with key contacts such as The Standard. B2B introductions with a number of venues were also facilitated, including The Mandrake Hotel in London.
Results
The coverage generated by the campaign helped The Old Curiosity Distillery to get the Secret Gin range into the likes of Harvey Nichols and Marks & Spencer. In addition, many of the UK’s most exclusive restaurants, bars and hotels now stock the product.
