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Home | Our work | International beverage: Say It, Taste It

International beverage

Caorunn Gin, a premium Scottish spirit brand, was facing two post-pandemic hurdles: reduced in-person sampling opportunities and a brand name that consumers often found difficult to pronounce. To address these issues and drive product trial, a unique voice-activated social experience was developed in collaboration with Amazon Alexa.
Industry
FMCG
Business line
Creative Performance
Practice
Performance Marketing
Case study
International beverage

Caorunn Gin, a premium Scottish spirit brand, was facing two post-pandemic hurdles: reduced in-person sampling opportunities and a brand name that consumers often found difficult to pronounce. To address these issues and drive product trial, a unique voice-activated social experience was developed in collaboration with Amazon Alexa.

Context

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.

Our Ambition

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

Our approach

We developed a social selling campaign activated through Amazon Alexa:

  • 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.

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Our Results

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.

800000
impressions generated through paid media
5000
Alexa activations recorded
2000
samples delivered in just 6 days