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Pernod Ricard & Marriott International
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Gustaf Pilebjer - Director of F&B Europe, Marriott International
Sales uplift in 200 bars across Europe
The idea underpinning the Secret Gin Society was simple: a place for gin lovers to access hidden cocktails and exclusive events at some of Europe’s most incredible bars. Speakeasies (secretive prohibition era drinking establishments) helped inspire both a concept and visual language built around pass-phrases and codebreaking.
Built, with the intention of emulating a private members’ club, thesecretginsociety.com sat behind a gated “apply to join” page. Guests would be invited to input their details in exchange for access to a list of participating bars, each serving a limited-time-only secret Gin menu. Thus helping reinforce the feeling of exclusivity.
Creating a new lifestyle brand requires a heavy focus on the content strategy. Leveraging 200 of the participating bars social accounts we were able to tap into their audience and promote our own Secret Gin Society brand. This had the advantage of building authority at both brand and local level. The Secret Gin Society is now a creative and knowledgable hub, with a vibrant and growing community. Overall results were staggering: 200 locations across 10 core cities experienced a 35% Sales uplift.
One of the key elements that made this continent wide campaign such a success was it's implementation at location level. We bridged the gap between online advertising and offline implementation using the 'crack the code' element. Special menus created for the occasion included hidden codes, which could only be cracked using the cipher ring printed on the coasters (a trick alluded too through the social content). This added a further level of gamification to the campaign and captured the interest of participants.
The campaign primarily drove revenue and awareness to venues, but it's also enabled Secret Gin Society to become an established, stand alone brand. SGS is being rolled out to several
continents, with multiple activations each year. The first of which was World Gin Week. In an ever changing climate, we decided to adapt. Strategy was shifted and, using our platform, we hosted and curated a 7 day, online event. This featured Influencer Instagram takeovers, live mixology classes, interactive Q&As and the ability to travel the world through gin.
engagement rate
Website Conversion Rate
Sales uplift across all locations
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