The Solution

We know how important it is to make a great first impression, especially within the highly competitive spirits market, so we went all out. We brought a cocktail top dog onboard to create some deliciouSLY exciting cocktail recipes for us with Sly Dog as the main ingredient.

To help us to really shout about these cocktails and bring them to life, we staged a photography shoot with our mixologist and stylist on hand to make our cocktails taste and look spectacular. As well as the cocktails, we also captured the rum neat along with the stunning Sly Dog bottle in a variety of settings. This shoot allowed us to capture as much content as possible for use across a range of different platforms.

Ahead of our planned big bang launch later this year, we let Sly Dog off the leash with a soft launch (which also included PR and Influencer marketing). Using all the great content we had in the (doggie) bag, we developed a short and engaging launch video. Shared across social media, it brought the Sly Dog proposition and story to life and introduced our audience to this exciting new rum.

We also created a suite of Instagram Giphy stickers, as a highly creative and fun way to get engagement from followers and drive user generated content. These included the brand’s iconic ‘sly’ eyes as moving eyes which people can put across their own eyes, as well as a selection of sly mottos. Check them out by searching #SlyDog in Instagram stickers.