Launched in 2014, Poor Toms is Australia’s newest and most authentic gin brand. Brewed in Sydney’s Inner West, Poor Tom’s is inspired by its wandering English namesake as well as Sydney’s debaucherous and sin-filled past.
The gin is handcrafted in small batches from Australian wheat spirit and features fresh green apple, native strawberry gum-leaf, and chamomile.
“We’ve gone for a fairly subtle, fruity, fresh, floral flavour that makes it easy to drink a double – a triple even,” co-founder Griffin Blumer said. “Dangerously easy, some would say.”
And with that comes the possibility of bad behaviour. So with that in mind, the brand is fronted by a mythical character called Ginsus, who accepts gin drinkers confessions and in return blesses them by rewarding them with Poor Toms Gin.
This was drawn on as the premise for their new campaign, 1800 GINSUS.
We are all invited to confess our sins by calling 1800 GINSUS. A special hotline set up to capture our most intimate and shameful sins. No sin will be ignored. No sin not listened to. All will be recorded and considered for upload at poortomsgin.com.au.
The most mouthwatering sins will be rewarded with Poor Toms limited edition pink strawberry gin plus other equally fruity pickings.
To begin confessing your sins, just call 1800 GINSUS. Upon hearing the machine’s beep, repeat the words, “forgive me 1800GINSUS for I have sinned” and spill your confession.
The campaign will be supported by a range of social media, point of sale, PR and digital activity – plus look out for specially tagged bottles of Poor Toms in your local bar or liquor vendor.