SITUATION

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.

STRATEGY

Raise awareness of Caorunn by telling a
compelling, topical 
story that creates distinction
and authenticity, and showcases the gin's
terroir-driven flavor profile

CONSUMER MOTIVATOR

I want to be
a cocktail trend-setter

CULTURAL LANDSCAPE

Popularity of provenance in the culinary space

BRAND
ATTRIBUTE

Hand-foraged botanicals from distillery grounds

CAMPAIGN

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.

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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

RESULTS

  • Facebook - Black Circle
  • LinkedIn - Black Circle
  • Instagram - Black Circle

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