Craft Gin Campaign - No Fuel No Fuss
For this project we had to conceptualize a campaign for a South African craft gin brand that expresses commentary on any relevant aspect of South African society in the form of comedy, satire and parody.
Hope on Hopkins is known as a high quality gin brand. They are situated in Salt River, Cape Town. They are an artisanal distillery, crafting their own spirits, and, unlike many gin distillers, they make some of their gins from scratch. The recent fuel price increase has a strong effect on the economy of South Africa. The high fuel prices are affecting the people by limiting their travelling. People don’t want to pay extra for petrol because it is inconvenient and they need to compromise on other expenses in their budget to pay the extra amount for fuel.
Strategy - Due to the fact that fuel prices are increasing and people are on a budget, consumers are forced to compromise on other expenses, which is inconvenient. The strategy is to make the fuel price hiking season bearable and less inconvenient for those affected by it. The aim is to make them aware that there is still hope in this economic crisis.
Concept - The concept focuses on preparing people for the fuel hiking season. The aim is to create alternative methods for consumers to use when the prices are increasing. They don’t have to worry and can still enjoy those expenses that would have been used for fuel. People don’t like to be in an inconvenient situation, and Hope on Hopkins gin will reassure them that there is hope during the fuel price hiking season.
Hope on Hopkins gin is the only gin that will make the fuel hiking season convenient. Hope on Hopkins gin will be something that stays consistent and can be relied on in a time of need. This brand will go out of their way to meet its client’s needs.
The look and feel for this campaign was based on the effect of petrol when sunlight re ects off it. The re ection shows rainbow colors, which are metaphorically used to imply that there is always hope in a bad situation.The tone of voice for this campaign is satire but still somewhat serious, direct and comforting.
This campaign consists out of a limited edition Hope on Hopkins gin bottle and packaging with a promotional item for the campaign.
A small fold out booklet is also placed inside to promote Hope on Hopkins gin and the No fuel No fuss campaign.
Guerilla marketing, in-store posters as well as social media are used, as the latter is an easy way to reach the target audience.
The call to action for this campaign is for the target audience to participate and share on social media how they nd alternative ways to save on fuel costs. The use of QR codes makes it easy for them to connect directly to these platforms without any fuss.
A series of posters and a newspaper ad is created to help promote the campaign. Posters can be seen a fuel stations and also in local stores. The newspaper ad helps to capture the attention of those affected by the fuel hiking price.