Caorunn, a Scottish craft gin, sought to build brand awareness through a campaign targeted to millennial bartenders and consumers, tested regionally in hopes
of a global rollout.
Raise awareness of Caorunn by telling a
compelling, topical story that creates distinction
and authenticity, and showcases the gin's
terroir-driven flavor profile
I want to be
a cocktail trend-setter
Popularity of provenance in the culinary space
Hand-foraged botanicals from distillery grounds
Focusing on the hand-sourced botanicals from the distillery's backyard, TTC tapped into the growing trend of urban foraging, extending it into
the world of drink.
The initiative included urban foraging events with bartenders
and mixologists in the center of Chicago.
Sales increased 169% in the marketing the first four-week cycle and 340% in the following quarter
Social reach doubled during the campaign periods
Generated over 100MM media impressions in the one market alone, garnering coverage in Esquire, Chicago, Sun-Times, Chicago Tribune, Time Out Chicago, and The Chicago Daily Herald
Exposure to press included Bloomberg Pursuits, Next Magazine and Passport Magazine, which dubbed the brand “one of the most authentically committed car brands” to the LGBTQ community
Became the global platform with urban foraging events held throughout Europe