THE CHALLENGE:

Bring Gin & Juice by Dre and Snoop to the UK market. Introduce the canned cocktail to a new audience, generate interest across the market in order to aid distribution deals. 

THE SOLUTION:

We worked directly with Jimmy Iovine (Founder Interscope Records, Beats By Dre and Apple Music) to establish an elite media programme for Dr Dre. and Snoop Dogg. Utilising a total of 5 interviews that would reach a younger targeted demographic, secure viral status and drive awareness and sales for the new product. 

Interviews secured with: Capital Breakfast & Capital Xtra, Ladbible: Snackwars, Evening Standard, GRM Daily, Complex US

We managed the relationship with Flippers Roller Boogie Palace on Launch event plans, guestlist, performance and media hosting, planning and execution of Red Carpet media and arrivals. Liaised with Chief Execs of major record labels Polydor, Interscope and Universal Music Group, both UK and Internationally on guestlist, media opportunities and key messages. Management of the full execution of International media coverage 

“Wow, they really blew it up. I’ve not seen coverage like this since the launch of Beats by Dre” - Jimmy Iovine

*Executed in partnership with DKC and CuraConn