​Cork Dry Gin is Ireland’s oldest gin brand and has been around since 1941, but the brand was in trouble with sales declining by 4.3% each year. The rest of the gin category however was having a massive resurgence with new brands and NPD flowing into the market. If Cork Dry Gin was to survive we needed to make it relevant again.

In Ireland ‘having notions’ means having an inflated sense of ego, which is definitely not a good thing. So instead of trying to playing along with the giant fishbowl glasses and cucumber garnishes (which all definitely have tonnes of notions) we decided to celebrate Cork Dry Gin’s humble heritage. We created a campaign that reminded our Irish gin drinkers not to lose the run of themselves, to take their notions down a peg or two and remember what a real Irish gin is all about. Cork people are well known for their cutting personality and sense of humour so we tapped into that to take a jab at all the new arrivals on the gin scene in Ireland.  

The campaign really struck a chord with gin lovers as after only 3 months on-trade sales increased by 4% and off-trade sales increased by 22%.