With summer around the corner, Four Pillars has launched its latest campaign celebrating its signature Rare Dry Gin, the G&T and its not-so-secret ingredient: the orange.
Back in 2013, Four Pillars launched Rare Dry Gin, the original and still the favourite among the Four Pillars team and gin lovers worldwide. What makes this gin so special? It’s a recipe that has remained unchanged since day one — all centred around fresh, whole organic Aussie oranges.
So, together with long-term agency partner, Weave, it was time to bring the humble orange into the limelight for a summer campaign celebrating Four Pillars Rare Dry Gin. The campaign features oranges in playful, unexpected abundance alongside the line ‘When life gives you oranges, make a Four Pillars G&T.’
“Four Pillars has always defied conventions and we wanted to reflect that by taking something simple and creating something wildly unexpected yet sophisticated. Let’s take Rare Dry Gin — the gin that started it all — back to centre stage, where it deserves to be,” said Weave executive creative director, Dan Cookson.
This marks the first summer of a multi-year campaign centred on the brand’s signature product. The static and motion content will run across OOH, digital, social and audio from October 2024 to January 2025, planned and bought by Slingshot Media. And Four Pillars will take the campaign in-store and online, partnering with Mixin and Coles360 to reach shoppers of Australia’s leading liquor retailers over the spring and summer months.
The orange celebrations will continue with in-venue activations across Sydney and Melbourne. In collaboration with ultra-premium butcher Victor Churchill, Four Pillars has crafted ‘Made From Gin’ sausages to pair perfectly with a G&T and orange. Customers at participating venues can enjoy these deluxe sausage sambos free with any purchase of a Four Pillars G&T. The activations and supporting earned media campaign will be led by Liquid Ideas.
“We’re thrilled to celebrate our original gin and the foundations of our brand: Rare Dry Gin, the orange and the G&T. This campaign perfectly captures our blend of luxury and fun personality, and we can’t wait to see people around Australia enjoying Rare Dry G&Ts (with orange!) this summer,” said Jemma Blanch, marketing director, Four Pillars Gin.
Campaign Credits
Client – Four Pillars Gin
Creative Direction – Weave
Art Direction – Weave
Video Production: Tooth and Claw
Director: David Ellis
Director of Photography: Sherwin Akbarzadeh
Photography: Tomas Friml
Stylist: Marsha Golemac
PR & Events – Liquid Ideas
Media – Slingshot
