Adnams

Suffolk distillery, Adnams asked us to put together a campaign to launch its new Copper House Pink Gin in Summer 2018.  The activity was required at very short notice, amidst a saturated pink gin market and the challenge was to grab ‘share of voice’ for the product, to generate media interest, create an online presence, and increase consumer awareness.

The campaign

Adnams wanted to make a real impact locally, capitalising on its reputation for being a premium and award-winning Suffolk distillery. Alongside this, they wanted to strengthen their brand across the UK, driving awareness and sales, and positioning themselves as the premium drinks brand of choice for consumers.

What we did

With a short turnaround time, Pier carried out intensive activity with key media, creating a buzz around the new product and stimulating genuine interest, all the time identifying opportunities for on and offline coverage.

Regional, consumer and trade titles were targeted, using creative photography and imagery, backed up with impactful information about the new product.

Results

  • National coverage gained in trade titles including The Grocer, Bar and The Morning Advertiser
  • Extensive regional coverage in titles including the East Anglian Daily Times, Eastern Daily Press, Norwich Evening News and Suffolk Magazine
  • Opportunities identified with glossy magazines for inclusion on product and gift pages
  • Combined online readership of approx. 8 million
  • Offline readership of 198,000
  • Social media reach of approx. 280,000
  • An estimated 67,300 online coverage views

 

“Pier worked with us recently to support the launch of our Copper House Pink Gin.  Despite a very short lead time, Pier made the launch announcement to a wide-ranging audience including trade, regional and national titles achieving some really good results.  The team kept us in touch with progress at every point and we were impressed both by the outcome and by their determination to demonstrate their effectiveness at the end of the project.”

Charlie Darton

Head of marketing, Adnams

Say Hello!

Tel: 01394 276923 Pier Marketing, Unit 10 Summit Business Park, Langer Road, Felixstowe, 1P11 2JB  @Pier_PR Pier Marketing

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