Gordon’s Pink Berry Launch
Year
Client
Guinness Ghana
Challenge
Launch a new gin in a saturated market, and make it instantly desirable.
Goal
Introduce Gordon’s Pink Berry as the go-to drink for young, vibrant audiences.
The Spark
Gordon’s Pinkberry Spirit Drink entered a market that often saw “pink” as feminine and, therefore, for women. Our challenge was to redefine that narrative by showing that “pink” could mean bold, confident, and unapologetically stylish for everyone. We needed to introduce Gordon’s Pink not as a “drink for her,” but as a lifestyle statement for modern, expressive Ghanaians who live life in color.
The Task
How do we introduce a bold new drink into a saturated market and make it instantly iconic?
The Execution
Through a bespoke media and influencer soirée, we:
Curated an exclusive guest list of Ghana’s most influential personalities, from top-tier lifestyle creators to entertainment media and fashion icons.
We seeded excitement through personalized influencer drops, custom pink gift boxes and exclusive invites delivered to Ghana’s top creators and lifestyle media.
Designed a visually stunning pink experience that fused taste moments, music, and fashion in an immersive brand story.
Sparked organic online buzz through influencer storytelling and viral social trends that had the nation talking.
Deployed a multi-channel PR strategy across print, radio, TV, and digital to maximize exposure and sustain post-event chatter.
The Results
By night’s end, the internet was awash in pink, proof that the brand had truly owned the moment.
#1 trending topic in Ghana within hours of the soirée
39 media hits across print, radio, TV, and online
Earned media value: GHS 44,100
Total reach:14,772,200
Influencer-led content dominated timelines, with thousands of shares and replays driving massive organic engagement
Cemented Gordon’s Pinkberry as the ultimate symbol of style, confidence, and culture in Ghana’s nightlife scene
Forget predictable launches. We built a movement. “Pink Differently” was our rallying cry. a call to challenge stereotypes and celebrate individuality. We positioned Gordon’s Pinkberry as a cultural symbol of freedom, style, and self-expression, appealing to both men and women who weren’t afraid to stand out. Pink Differently was a masterclass in brand influence.
