Younger audiences don't engage with alcohol brands. They engage with moments — the ones they want to be part of and seen at. Gordon's Premium Pink had the product and the aesthetic. What it needed was a social behavior built around it. Something you'd do, not just something you'd see.

Transform a product-led brand into a cultural signal. Make it feel less like an ad and more like something you'd actually post.

We co-created with Maya Jama — not as a spokesperson, but as a genuine co-author of the brand world. The idea was to build a social ritual around the drink itself: Clink With Pink. Every piece of content was designed to reinforce that behavior — the pour, the moment, the occasion. We extended it beyond digital into retail, with Tesco activations and Amazon launches that made the ritual physical. Maya's involvement wasn't a media buy. It was embedded into the creative from brief through delivery.

• £251.2M† in sales — #1 Gin in the UK (2023)

• Sold out product release across retail and Amazon.co.uk

• National rollout including Tesco activations and in-store launch moments

• 100K+ likes/comments on launch

• #ClinkWithPink trended

• Significant increase in followers & UGC participation