International beverage

Caorunn Gin, known for its small-batch distillation and Scottish heritage, was navigating a challenging market landscape in the aftermath of COVID-19. With on-trade channels slow to recover and traditional sampling tactics curtailed, the brand needed new ways to reach and engage potential customers. Complicating matters further, pronunciation barriers were limiting brand recall and trial, especially among new audiences unfamiliar with Gaelic spelling.

We aimed to drive product sampling and reinforce brand awareness by transforming a pronunciation challenge into an interactive, voice-led engagement opportunity.

• Users could request a free sample of Caorunn Gin by saying the brand’s name correctly via Alexa-enabled devices.
• Paid social ads targeted gin enthusiasts, encouraging them to “say it to try it.”
• The campaign design integrated voice technology and digital fulfillment, simplifying the path from awareness to product trial.

Awarded “Best Promotional Technique” by the Alliance of Independent Agencies

This campaign not only increased trial rates but also transformed a linguistic barrier into a branded moment of discovery.