Puerto De Indias – It's Not Pink
Objective
Launch Puerto de Indias in the UK with an ownable, non-conventional gin proposition and premium brand world to appeal to sophisticated, creative and curious individuals.
Strategy
Counteract the oversaturated ‘pink wallpaper’ created by competitor pink gins and deliver an edgier, unconventional, unisex alternative.
‘It’s not pink, it’s Puerto’: an ‘anti-pink’ campaign that introduces the UK to the darkly sophisticated and unconventional world of Puerto de Indias via the iconic black strawberry.
In a booming market, launching ‘another pink gin’ to a UK audience had a unique set of challenges. Whilst a huge success story in Spain, the proliferation of pink gin in the UK had created an indistinguishable ‘wallpaper of pink’, lacking unisex appeal and grown up sophistication. It was time for an edgier alternative that was about more than colour. It was time for an anti-pink pink gin campaign.
‘It’s not pink, it’s Puerto’ asserts Puerto de Indias’ non-conformity head on and challenges the assumption that all pink gins are the same, elevating the brand above the competition with authority and confidence.
The multi-channel campaign – which spanned influencer activity, social, guerilla activation, OOH, digital media, print and experiential – glorified the unique strawberry flavor profile, via the darkly sophisticated world of the iconic black strawberry, a symbol of Puerto de Indias’ unconventionality, and encouraged them to ‘unthink pink’ once and for all.
A group of creative and ‘unconventional’ influencers received a mysterious invite in the post in the form of a bespoke ‘Little Black Book of Unconventionality’. The book contained an invitation to an ‘Evening of Unconventionality’, and encouraged followers to guess who the sender could be through sharing cryptic clues. Followers could also enter a competition to win an exclusive ticket for them and a friend.
Guerilla projections of our iconic black strawberry were projected on to key landmarks in central London with the cryptic #FollowTheBlackStrawberry and amplified by influencers.
An immersive launch event in Covent Garden finally revealed the brand and campaign world. The experience took guests through a series of rooms designed to bring to life the story of Puerto de Indias in an intriguing, sophisticated and theatrical way.
A 4 week social campaign on brand-owned channels expanded the brand world.
A digital media campaign used retargeting to first tease the brand to our target audience with the cryptic black strawberry and #FollowTheBlackStrawberry, before unveiling the product and wider brand world post-launch.
Launch toolkit was also created, including assets for on and off-trade activation, experiential and sampling collateral, print, digital and trade media and social media assets.
