I’ve been asked to write some copy for a new gin brand. The brief states that its USP is the use of

[Monty91]

Scandinavian lingonberries. About 60 seconds of research revealed that lingonberries have been a staple ingredient of gin for centuries. The client has returned to the drawing board.

How do people so stupid acquire the money needed to even embark on something like this?

[Pat Vegas]

[Red N White Army]

Or are lingonberries the same the world over?

[Classic Jorge]

Grown above a certain altitude on the slopes of an unreachable fjord and fed with only the purest scandanavian rainwater?

[Monty91]

details about what makes the Scandi lingonberry so special. And yet they've seemingly not even stopped to consider this basic but crucial question.

[Pat Vegas]

This is why ignore MFI

[Monty91]

[Pat Vegas]

Gin it will get you f**ked up if you drink it :thumbup:

[Pat Vegas]

Tennants Pilsner I think it was.

[Classic Jorge]

I mean, it's not even the branding agency's job.

Either wait for the job to come round in another 3-6 months or write some beautiful copy highlighting the utter ordinariness of your common or garden, mid-range lingonberry.

"If this gin were a car it would be a ford mondeo, deisel 1.4l with no CD changer"

[Monty91]

and so the more neutral the taste the better, whereas gin has the opposite aim and should taste as unique as possible, with as many flavours as possible.

[Classic Jorge]

All alcohol will get you f**ked up, even budweiser

[Brentwood]

[Classic Jorge]

[Pat Vegas]

now everybody drinking pimms as they think it's some sort of British tradition.

[Brentwood]

[Pat Vegas]

you might even slurgen your words

[Brentwood]

[Pat Vegas]

[Classic Jorge]

[Pat Vegas]

[Brentwood]

[Pat Vegas]

[Mc Gooner]

[Mc Gooner]

http://img.ksl.com/slc/2496/249683/24968341.jpg

[Classic Jorge]

[Classic Jorge]

[Ashberto]

I love the top of St George's Bloomsbury in the bakground :cloud9:

http://static.guim.co.uk/sys-images/Guardian/Archive/Search/2012/9/12/1347455997439/Gin-Lane-by-William-Hogar-001.jpg

[Classic Jorge]