CASE · GIN TONIC
Lifestyle, fashion and cool beats.
GIN TONIC was one of Germany's first casual fashion labels in 1978. We brought the brand into the lifestyle of the 2000s — with new positioning, Michael Schulte as brand ambassador, and a sales promotion that spread itself across three channels at once.
The brief.
GIN TONIC was a market pioneer — and had lost touch. A brand with 1978 heritage, but no relevance for younger audiences. No clear lifestyle positioning, no digital presence, no emotional connection with retail partners. The task: reposition the brand in modern casual lifestyle without denying its origins. And a sales promotion that genuinely connects the brand, retail, and ambassador.
Our approach.
Brand first, then measures. And an ambassador who doesn't just endorse the brand — but genuinely wears it.
Positioning & Brand Strategy
1978 authenticity meets today's casual lifestyle. Tagline development, target audience framework, tone of voice — with clear brand distance from mass-market competitors.
Website & Social Media
New brand presence with lifestyle aesthetics: not a fashion catalogue, but a brand world. Conception and launch of social media channels with editorial content.
Michael Schulte as Brand Ambassador
The songwriter fits the brand: authentic, grounded, with genuine reach. Integrated into campaign visuals, website presence, and his own channels.
Sales Promotion & Trade Communication
Competition: concert tickets including Meet & Greet — distributed via GIN TONIC, retail partners and Michael Schulte himself. On- and offline, three channels simultaneously.
What remained.
A label doesn't become cool because of its age. It becomes cool because of what it has to say.
Is your brand reaching the right audience?
30 minutes. No commitment. We show you how to translate brand heritage into brand future.