THE CHALLENGE

To enable translation of the Larios Mediterranean Spirit for the UK and
German markets and provide activation tools and guidance for these
new launch markets. Wonderworks objectives were to: 

1. Cut through a crowded mainstream gin market. 
2. Recruit ‘The Socialiser’ gin drinker profile and 
3. Build the brand as the Mediterranean gin across all the below the line touchpoints – On-trade, Off-trade, Experiential, E-commerce, GTR.

THE INSIGHT

Gin is still growing globally, with the majority of its markets on the up. Europe is still the key player in the global gin boom, with Spain and the UK driving this movement, with smaller but still significant growth in markets such as France, Italy and Germany. The longevity of this trend has come into question in countries where premium gins have a large proportion of the market share
(as in the UK). A key factor threatening brands is a lack of
differentiation – this is where Larios are able to leverage their
authentic positioning as a Mediterranean spirit. 

THE APPROACH

We wanted to capture the Mediterranean spirit of Larios and translate it back to consumer in the form of a colourful and authentic brand narrative, that would convey the feel of those long Summer days by the seaside.

THE WONDER

Wonderworks developed a distinctive comms platform with an ownable idea and visual identity. We translated the creative idea to a suite of activation tools and assets across all channels to translate the ‘Mediterranean Spirit’ of Larios across the UK and German markets. One of the key developments of this project was the original design of 32 bespoke tiles, telling the story of Larios and harking back to its Mediterranean roots. Key visuals were reworked in order to appeal to the new target markets, heroing the fresh vibrancy within every Larios serve.