Promoting PDI New Gin on Women´s Day
Challenge
Create a high-impact, newsworthy action to promote the new Puerto De Indias Blackberry Special Edition Gin during WOMEN'S DAY, while developing a campaign that would generate a positive noise in favour of women's equality in all social, economic, and cultural spheres.
"This is one of those activations that nowadays' consumer expects from their brands: because it is brave, bold, daring, and because of its commitment to the cause. This is the kind of communication that turns a regular brand into a love-brand"
Executive Creative Director, Serviceplan España
A controversial gesture to fight against injustice
Solution
In Spain, women are paid 11.9% less than men for the same job. To raise awareness about gender equality in the work environment, together with Puerto de Indias, we created 2,800 exclusive bottles designed by the artist Laura Massana. The bottles contained less gin (-11.9%) but cost the same. A brave, even controversial, gesture to make people get a taste of the injustice female professionals are suffering. All the profits were destined to the fight for equality. In order not to penalise our main target group (women), each pack came with a mini bottle of gin to compensate for what was missing in the main bottle.
Puntos clave
#1
Identify relevant issues for your target and take a stand on them.
#2
More doing, Less telling.
#3
If you want to be seen as a bold brand, do bold actions.
