THE BRIEF
While gin wasn’t invented in Britain, the UK is known for its appreciation of it. That’s probably why the market is cluttered with over 160 individual distilleries. In order to help Salcombe Gin stand apart, OK COOL helped transform it into a luxury proposition.
WHAT WE DID
The strategy was to humanise Salcombe Gin, providing a visual language that distinguishes it from other brands within and beyond the category. Taking our message from “product benefit” to “lifestyle and culture-centric”, warmth, humanity and lifestyle were the central pillars of our tone of voice strategy.
We then set about operationalising Salcombe’s social, creating platforms for e-commerce, a personalised delivery service and exclusive limited-edition product runs. The latter included a crowd-sourced distillation, the Nightingale Gin, the proceeds of which were donated to the NHS.
THE OUTCOME
Salcombe has seen sales soar. Sales of its latest product, Rosé Sainte Marie, increased by 300% through the new e-commerce platform and NHS Nightingale Gin sold out within 48 hours of launch.
Working with OK COOL has been brilliant; there is an unrelenting creative energy, enthusiasm and drive from the team which has been an absolute pleasure to work with. They have very quickly captured the essence of our brand, created powerful strategies around this and then been able to beautifully represent and even enhance it on the social media content produced.
I’ve always felt that our social media presence has been very good; but with OK COOL on board it has been taking to a completely new level! Highly recommend working with these guys.