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Pinkster highlights Dos and Don’ts of pink gin
British brand Pinkster has revealed an updated label design at the same time as launching its Dos and Don’ts of Pink Gin campaign.
Pinkster Gin’s new label features a shorter tagline
The gin brand’s latest marketing campaign, supported by a six-figure investment, is called The Dos and Don’ts of Pink Gin and will be introduced across advertising, digital and point of sale, including gin mats and neck tags.
The marketing drive includes the strapline ‘Real Raspberries. It’s a Pinkster thing’ and “light-heartedly” depicts rows of raspberry bushes as the production lines and bumble bees as workers.
Will Holt, co-founder of Pinkster, said: “As a pink pioneer, the recent investment from Beefeater and Gordon’s promoting pink gin as a sub-category is music to our ears.
“With so many new entrants, there’s now something to suit all tastes, literally. This gives the trade no shortage of choice to meet escalating consumer demand.
“We’ve long encouraged people to focus on the flavour and the colour. Drink pink because it tastes good, not just because it looks Instagrammable in the glass.”
Furthermore, in the first label change since the company launched in 2013, the bottle now aims to highlight the brand’s use of fresh fruit with the shortened tagline ‘Made with real raspberries’.
The new look will be rolled out across the brand’s 700ml, 350ml and 50ml formats.
Holt added: “Real raspberries are our USP and this is now reflected more vigorously through both our packaging and advertising.
“We’re making a virtue of the fact that we’re a seasonal product which can only be produced during the summer cropping months.”
In June, Pinkster appointed former Diageo executive Martijn van Buuren as sales director with the aim of “cementing” the brand’s position as a leading pink gin.