Increase the visibility and desirability of Gin Gold in Germany by positioning the brand within premium lifestyle environments and generating media coverage.
To achieve this, the objective was to create newsworthy experiences that attracted journalists and highlighted the brand’s creativity, quality, and design universe.
Sir Walter in Düsseldorf, The Bohemian in Hamburg and Trisoux in München. Each bar created 3 Cocktails with Gin Gold and sold them for two weeks on a special menu. Each cooperation was accompanied by a press release to further promote the cocktails.
She created a pendant called „Drops of Gold“ inspired by Gin Gold. The pendant was in her online shop for 3 months, directly linking to Gin Gold purchase site. To promote the launch of the jewelry piece, a press event was celebrated in Berlin at Malaikas private apartment, creating a cosy and intimate atmopshere with 11 journalists from big magazines like Glamour, COUCH, AD, etc.
Distribution and creation of press releases, constant communication with journalists, press monitoring, distribution of samplings of Gin Gold and some “Drops of Gold”.
