With summer around the corner, gin company Four Pillars has launched a campaign celebrating its signature Rare Dry Gin, the G&T and its not-so-secret ingredient: the orange.
The campaign, developed with long-term agency partner Weave, features oranges in unexpected abundance alongside the line ‘When life gives you oranges, make a Four Pillars G&T.’
This marks the first summer of a multi-year campaign centred on the brand’s signature product. The static and motion content will run across out-of-home, digital, social and audio from October 2024 to January 2025, planned and bought by Slingshot Media.
Four Pillars will take the campaign in-store and online, partnering with Mixin and Coles360 to reach shoppers of Australia’s liquor retailers over the spring and summer months.
The orange celebrations will continue with in-venue activations across Sydney and Melbourne. In collaboration with butcher Victor Churchill, Four Pillars has crafted ‘Made From Gin’ sausages to pair perfectly with a G&T and orange.
The activations and supporting earned media campaign will be led by Liquid Ideas.
Weave ECD Dan Cookson said Four Pillars has always defied conventions and Weave wanted to reflect that by taking something simple and creating something wildly unexpected yet sophisticated.
"Let’s take Rare Dry Gin — the gin that started it all — back to centre stage, where it deserves to be," he said.
Four Pillars Gin's marketing director, Jemma Blanch the campaign perfectly captures a blend of luxury and fun personality.
"We can’t wait to see people around Australia enjoying Rare Dry G&Ts (with orange!) this summer," she said.
Credits
Client – Four Pillars Gin
Creative Direction – Weave
Art Direction – Weave
Video Production: Tooth and Claw
Director: David Ellis
Director of Photography: Sherwin Akbarzadeh
Photography: Tomas Friml
Stylist: Marsha Golemac
PR & Events – Liquid Ideas
Media – Slingshot
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