CREATIVE
EXECUTER
Reviving a Brand:
The Kyrö Pink Gin Campaign
Reviving a Brand:
The Kyrö Pink Gin Campaign
Arctic Light Hotel × Kyrö Distillery, Rovaniemi, Finland
2023 A month-long campaign that turned a half-forgotten brand partnership into the most talked-about night the hotel had that year.
Arctic Light Hotel × Kyrö Distillery, Rovaniemi, Finland
2023 A month-long campaign that turned a half-forgotten brand partnership into the most talked-about night the hotel had that year.
Insight
Insight
Everyone knew Kyrö's flagship Napue gin. Almost no one knew the brand made anything else, including Kyrö Pink, a product with clear potential for a second life on our bar's list.
Everyone knew Kyrö's flagship Napue gin. Almost no one knew the brand made anything else, including Kyrö Pink, a product with clear potential for a second life on our bar's list.
Everyone knew Kyrö's flagship Napue gin. Almost no one knew the brand made anything else, including Kyrö Pink, a product with clear potential for a second life on our bar's list.
Concept
Concept
Instead of adding Kyrö Pink as a footnote, I built a small seasonal cocktail menu around it: pale pinks, Nordic berries, and citrus, with names that felt like their own little world, Flora, Fauna, Amie, Kyrö Sour, and Spritz is Coming. Every recipe leaned on Finnish ingredients to let the product speak in its own local accent, not a copied international formula. There was no extra branding or signage; the drink carried the story on its own.
Instead of adding Kyrö Pink as a footnote, I built a small seasonal cocktail menu around it: pale pinks, Nordic berries, and citrus, with names that felt like their own little world, Flora, Fauna, Amie, Kyrö Sour, and Spritz is Coming. Every recipe leaned on Finnish ingredients to let the product speak in its own local accent, not a copied international formula. There was no extra branding or signage; the drink carried the story on its own.
Instead of adding Kyrö Pink as a footnote, I built a small seasonal cocktail menu around it: pale pinks, Nordic berries, and citrus, with names that felt like their own little world, Flora, Fauna, Amie, Kyrö Sour, and Spritz is Coming. Every recipe leaned on Finnish ingredients to let the product speak in its own local accent, not a copied international formula. There was no extra branding or signage; the drink carried the story on its own.
Execution
Execution
The team learned the product through hands-on tastings, then sold it through a friendly internal competition to keep momentum up. The campaign ran through the quiet weeks right after peak season, so results would reflect genuine local interest, not tourist traffic. It all built toward one moment: the hotel's own After Work event, with 100+ local business owners and an open bar poured entirely around Kyrö Pink, plus a DJ, dinner, and a raffle.
The team learned the product through hands-on tastings, then sold it through a friendly internal competition to keep momentum up. The campaign ran through the quiet weeks right after peak season, so results would reflect genuine local interest, not tourist traffic. It all built toward one moment: the hotel's own After Work event, with 100+ local business owners and an open bar poured entirely around Kyrö Pink, plus a DJ, dinner, and a raffle.
The team learned the product through hands-on tastings, then sold it through a friendly internal competition to keep momentum up. The campaign ran through the quiet weeks right after peak season, so results would reflect genuine local interest, not tourist traffic. It all built toward one moment: the hotel's own After Work event, with 100+ local business owners and an open bar poured entirely around Kyrö Pink, plus a DJ, dinner, and a raffle.
Result
Result
Cocktail sales beat the previous month's numbers, even in the off-season with fewer guests overall. Awareness of Kyrö's wider range grew noticeably among regulars and event guests, and the After Work night became one of the bar's most memorable of the year.
Cocktail sales beat the previous month's numbers, even in the off-season with fewer guests overall. Awareness of Kyrö's wider range grew noticeably among regulars and event guests, and the After Work night became one of the bar's most memorable of the year.
Cocktail sales beat the previous month's numbers, even in the off-season with fewer guests overall. Awareness of Kyrö's wider range grew noticeably among regulars and event guests, and the After Work night became one of the bar's most memorable of the year.
