Brand Revolution was tasked with developing an influencer and communications strategy integrating Hoxton Gin into popular culture, raising awareness of the brand and positioning it as the ‘go-to’ drink for the hipster generation, creating a new wave of gin drinkers.
Brand Revolution kick-started the press story that gin was having a revival in 2011 (this theme, started by Brand Revolution, is still running strong in 2013) pushing Hoxton Gin as the cutting edge brand that spearheaded this new category of gins. Born in East London, Brand Revolution aligned Hoxton Gin with the Influencer crowds of Shoreditch and beyond, making a name for itself as the go-to gin for those looking for a fresher take on the spirit. This was done through traditional press and also by partnering the gin with on brand talent, influencer and events.
Talent & Influencer Strategy
A new entrant into the spirits market, we developed a powerful and disruptive communications strategy that included aligning the brandwith Influencers and managers of leading Talent such as Rhianna and Kanye, and up and coming Talent Rita Ora, Calvin Harris & Ed Sheeran. As their fame grew so did the brand that supported them – Hoxton gin. With no above-the-line spend and a very small budget, Brand Revolution used its contacts and influence to ensure that the brand was available wherever the music Ambassadors were, backstage at gigs, at the NMEs, partnering with LFW, the Japan fundraiser with Mark Ronson, Paloma Faith and the Hurts creating a demand for the product in the relevant sectors.This activity culminated in a front page splash on the Evening Standard titled “It’s a gin thing” with a product shot of the brand.
Social media was very important, developing a unique and cheeky tone-of-voice, with a strong focus on Facebook, Twitter and Instagram that drew in celebrity likes and links delivering hundreds of thousands of followers to the brand over the two year period. Amusing content and inside access stories on all Hoxton Gin's Talent supporters and influencers ensured the brand grew quickly and within the right circles online.
Clever Sponsorship deals played a huge part in raising brand awareness. Conducting a series of high profile, talent-led events ensured maximum awareness of Hoxton Gin branding through the generation of press and associations with internationally renowned celebrities - without paying endorsement fees. Hoxton Gin was pictured with and tweeted by many celebrities, including Professor Green, Rizzle Kicks. Agyness Deyn, Georgia May Jagger and Suki Waterhouse.
Within two years the campaign ensured the brand was listed at every high-end bar & major retailer including Tesco’s in the UK, Karstadt in Germany, Carrefour in France & Corte Ingles in Spain.