CAORUNN GIN AND THE 10 YEAR SWITCH
International Bartender Advocacy
Caorunn is a fantastic hand crafted Gin however with the growth of the artisinal Gin market. retailers are putting pressure on brands to justify their listings.
Our challenge was to build awareness of the Carounn brand in the on and off trade and use this interest to drive rate of sale.
To get get consumers excited about the brand in the on trade we knew we needed to harness the power of the most influential gate keepersm the bartenders
To celebrate the 10th anniversary of the handcrafted, small batch Scottish gin brand Caorunn, we knew a simple cocktail competition wasn’t going to cut it, we needed a campaign as unique as the liquid itself.
Running the campaign across channels and supporting key off-trade accounts
The ‘10 Year Switch’ campaign, an influencer program at its heart, but just like the gin, there’s more depth to it than that.
The Caorunn 10 Year Switch is an international platform, offering bartenders the chance to build their profile on a global scale, win a trip to New York City, and experience what life is really like in the world’s coolest bars.
The top 5 UK bartenders will be selected, following a series of regional events, to attend a global final in New York City, where they will compete against the top 5 bartenders our friends across the pond have to offer. The event culminates in our two champions making the 10 year switch, as they experience the lives of their counterpart during an unprecedented bar switch.
10 YEAR SWITCH ACTIVATES IN STORE
Supporting retailers and driving rate of sale
Whilst the 10-year switch is in principle a fantastic bartender promotion, we wanted to create a consumer facing aspect to the campaign, in order to support the brand with key retailers.
We developed a neck collar promotion to expand the campaign into the off trade environment and allow consumers to take part.