THE BRIEF
Create a campaign to launch Ginologist's Ready to Drink range.
THE CREATIVE SOLUTION
South Africas most awarded gin is now available as a Ready to Drink (RTD) Spirit Cooler making it even more accessible and convenient. Ginologist's RTD Spirit Coolers are also the perfect drink to celebrate the moment and get the party going. So what could a common idea be that could encompass both of these statements?
'Get into the Spirit'
It's now easier than ever to get into the Ginologist Spirit thanks to the RTD format. Get into the Spirit also means to embrace and participate in an event, activity, or atmosphere. It implies a shift in attitude and behaviour, from being passive to actively engaged and enjoying the moment.
What made the idea even more powerful was the fact that the line 'Get into the Spirit' also doubled as a CTA helping to stream line messaging and make the communication single minded.
The campaign heroed the pack by using product shots of the different RTD Spirit Coolers to help educate consumers on what variants are available and what they look like so that they could 'Get into the Spirit' by easily identifying them when shopping at their nearest liquor outlet.
Get into the Spirit – Radio Ad
Retailer POS Poster – Summer Cup RTD Variants
Retailer POS Poster – Gin RTD Variants