SALCOMBE GIN
Transforming a Gin Brand Into Luxury Lifestyle

Transforming a Gin Brand Into Luxury Lifestyle

SALCOMBE GIN

Salacombe Gin

While gin wasn’t invented in Britain, the UK is known for an 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 to 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.