Launch of Adnams Copper House Pink Gin

Adnams

| PR

Brief

Launch Adnams new Copper House Pink Gin to regional and trade media

What Pier did

Working fast and smart, Pier delivered an intensive programme of media relations to land the results needed

Impact

Our coverage metrics included an overall reach of 8m and pieces in all key trade titles targeted

Overview

Suffolk distillery Adnams asked Pier to put together a PR campaign to launch its new Copper House Pink Gin. The activity was required at very short notice, amidst a saturated pink gin market. Our challenge was to grab share of voice for the product, to generate media interest, create an online presence, and increase consumer awareness.

Story

Adnams wanted to make a real impact locally, capitalising on its reputation for being a premium and award-winning Suffolk distillery. Alongside this, they wanted to strengthen their brand across the UK, driving awareness and sales, and positioning themselves as the premium drinks brand of choice for consumers.

With a short turnaround time, Pier carried out intensive activity with key media, creating a buzz around the new product and stimulating genuine interest, all the time identifying opportunities for on and offline coverage.

Regional, consumer and trade titles were targeted, using creative photography and imagery, backed up with impactful information about the new product.

National coverage was gained in important trade titles including The Grocer, Bar and The Morning Advertiser. Extensive regional coverage included the East Anglian Daily Times, Eastern Daily Press, Norwich Evening News and Suffolk Magazine.

If you’ve got a new product to launch, why not get in touch?