The Brand
WKD. The pink one. Smells like perfume and tastes like perfume.
The Brief
We've just made a new flavour. It's pink gin. But it's not pink gin. It's just synthetically flavoured to taste like pink gin. Make a campaign for it.
The Thinking
To launch WKD's fake gin, lets do a celebrity endorsement campaign... with fake celebrities.
... and the feedback. In the words of the client "this is what we'd do if we wanted to be brave. We don't want to be brave."
Social Video Example - Insta / Facebook / Pre-Roll
"Hello! I’m Daniel Radcliffe”
A very obvious lookalike walks onto screen. He realises he's forgotten something.
Panicking, he waves his wand.
"uuh WINGCARDIGAN AND SAMOSA'S!"
A bottle of WKD pink gin suspended by a piece of string bobs into frame.
He catches it.
"And I love the new Pink Gin by WKD"
He smiles nervously, and holds the bottle up to the camera.
He goes to wipe the sweat off his forehead but only succeeds
in smudging the Harry Potter scar off his forehead.
“CUT”
PACK SHOT
SUPER: Flavoured gin, not real gin
Responsive Social Posts
This campaign gives us enormous scope, if anything happens in the celeb world we can respond to it with our lookalikes. This helps us avoid the monotony of ‘monthly posts’ and gives us constant fresh content.
We can also make parody accounts for our look-a-likes and have an army of ‘Ginfluencers’ at our disposal.
Fake Gossip Mag
Instead of doing traditional print ads, we wanted to do something more in keeping with the target audience. We’re going to print our own gossip magazines and circulate them around stores, corner shops and on the tube for people to pick up and read for free. The content inside is all fake articles and photoshoots centred around our lookalikes, who all in turn talk about WKD Pink.
Other thoughts - Stunts / Activations
Imagine a party in your city, flooded by paparazzi clambering to take snaps of the exclusive guests getting out of the
limousines outside. You see the guests walking down the red carpet, but there’s something a little ‘off’ about them.
Idea: Create a trendy mobile pop-up bar, made to look like a pink 10 pack. Hand out coupons for a ‘free drink’ inside
the bar. Hire celebrity lookalikes to attend, creating a buzz around the event.
• Pink carpet event
• Pink Gin branding everywhere to promote the new product
• Fake paparrazi to help really sell the celebrities
You’re in a bar with your friends, when one of them leans in and tells you that a celebrity is standing over in the corner.
Do you play it cool, or race over to get a photo?
Idea: Hire a team of celebrity lookalikes to drink 'WKD Pink Gin Flavour' in bars.
• Pink Gin branding to promote the new product
• Photo opportunities with people’s favourite “celebs”