When Paul Hansen approached us to create a voice for his gin range, in a market that was already overflowing with products, we couldn’t help but jump at the chance. Because this wasn’t just any ordinary gin, this gin was trying to change the world.
Created with the goal of donating ALL its profits to grants for emerging climate scientists and researchers, unConsicous Gin wanted to help people ‘do good unconsciously’. And given the importance of not spending too much of its precious profits on bloated advertising campaigns, we had to find a bold way to speak to our market on a very modest budget.
So what does any good social influencer do? They head online.
The challenge with this was that we didn’t want to be seen as ‘just another cookie cutter influencer’, peddling their ‘wellness, eco-warrior, social justice narrative’. So we set about emulating the tone and style that our audience interacts with every day and is comfortable consuming, but in an irreverent and tongue-in-cheek kind of way. The term ‘influencer’ had long ago become synonymous with shallow consumerism and an overinflated sense of self, so we decided to reclaim what it means to be an influencer, and by embracing all it has to offer, we became the unConscious influencer, on a mission to become #thegoodinfluence.
Using the iron fist in a velvet glove approach across social media, the website as well as on posters and sales tools, the work captured the audience’s attention with humour and familiarity, poking fun at the cliches so often seen in market, and at the same time shining a light on its purpose and cause. As Paul says “this brand is not simply a fundraising pursuit, it is about consciously choosing where to spend your money and finding unique ways to help the environment.”
The result is a warm, humorous and memorable brand, that encourages serious thought and action in a not-so-serious way.
Brand comms outputs and sales tools included:
- Creative brand-platform concept development
- Website design, writing and build
- Social media channel and content creation
- Sales tool development
- Christmas media campaign