BRAND STRATEGY | CONTENT PLANNING | ACTIVITY PLANNING | WEBSITE DEVELOPMENT | COPYWRITING | BRAND LAUNCH CAMPAIGN
Naught Distilling is a start-up gin distillery based in Melbourne’s leafy suburb of Eltham. Totem Marketing has been working with Co-Founder and Head Distiller, Chris Cameron since 2018. We developed a Brand Strategy and Content Plan with Chris and our work initially focused on creating a position, direction and brand promise which was distinct to Naught in an increasingly crowded gin market.
From there, we developed the website including the copy, site map, design and functionality. This was the first execution of the Naught brand beyond the bottle label, where we were able to test animated graphics and the language of Naught and we are very happy with the result.
With the COVID-19 pandemic of 2020, the initial plan to launch Naught Distilling and its venue were quickly revised and we worked on a campaign to bring this new gin brand to the people of Melbourne in the middle of lockdown. The campaign included a three phase launch to build data assets, generate loyalty and build a community of people who love gin.
The tactics and activities we used to launch Naught included:
- Content marketing
- Email marketing
- Social Media Advertising
- Digital Advertising
- Public Relations
- Influencer Marketing
- Copywriting
- Graphic Design
- Print Management
- Merchandise Development
- Photography Support
- Trade Engagement Support
- Guerilla Marketing
- User Generated Content Development
- Packaging Support
The campaign is ongoing at the time of writing, however we are on track to achieve our campaign targets.