The essence of Our Origin

Challenge

Kantal sought to position itself in a unique place in the gin world, which in recent years, is largely occupied by global brands on the one hand or craft brands on the other. Kantal, is a Chilean gin made with local botanicals evocative of the north of the country, giving it a unique flavor profile. Additionally, though historically gin was mainly drunk outside of the home at trendy bars, nowadays gin is drunk daily and as a refreshing drink, often at home. In light of these circumstances Kantal was faced with the opportunity to deepen consumer knowledge about their product and place themselves as a unique gin for Chilean gin consumers, who are largely motivated by experiences, novelty, sustainable lifestyle and connectedness to the earth.

DAf was asked to design a key visual and short videos for use on social media, as well as to start a social media campaign with influencers to put Kantal front and center for their audience, which describes itself as feeling disconnected from traditional advertising.

Key Visual

The key visual depicts a bottle of Kantal Gin in a rustic wooden box resting on the ground. The box is filled with the leaves and branches of several of its key botanicals, such as rica rica, boldo and arrayán (myrtle), in which the gin bottle is nested. The words (in Spanish) that read: Gin from the north of Chile, The Essence of Our Origin are printed at the top of the Key Visual.

Videos

DAf developed three 15“ video capsules for use on social media. They are all set along a rustic river with a couple walking beside it, and picking and placing aromatic plants in a wooden box. We see the gin being poured, and a couple enjoying gin cocktails at a small, wooden table. Each video focuses on a different reason to believe of the brand, which were the origin, product, and botanicals. The voice overs convey the RTB of each video, and tell the consumer that one need not travel far to find what they are looking for, and that the intense aromas that they seek are close at hand, in Gin Kantal, the gin from the north of Chile, and end with the claim, “Gin Kantal, the essence of our origin.“

Influencer Campaign on Social Media

To promote Kantal within social media, which is the best way to contact their ideal public, DAf identified 46 influencers in the areas of lifestyle, green living and experts (mixologists). On a weekly basis, we will reach out to them, sending them a box similar to that in the key visual, which is to say a rustic wooden box with a glass, bottle of Kantal and some of the botanicals that flavor the gin, as well as a text introducing them to the brand and cocktail recipes. The expectation is to see Kantal positioned as sponsored content within these influencers’ timelines, and in the case of the mixologists, to see their new cocktail recipes for Kantal.

Photography

The photos for Kantal have an intimate, dreamlike quality to them, even as they express freshness and lush vegetation.The palette is in earthy tones of greens and browns. Shots are luminous and reflective, showing off the bottle, the glass, the botanicals and nature, with glimpses of the people enjoying this gin.