Threepipe has been chosen to manage consumer and trade media relations, as well as social campaigns, for new spirit enhancer Merchant’s Heart, which is being brought to market by Lucozade Ribena Suntory.
Following a testing phase, seven flavours will initially launch, including Pink Peppercorn and Hibiscus, which have been specifically designed to enhance spirits such as gin, mezcal and Cognac.
Threepipe will help connect the brand with related media, influencers and industry figureheads, as well as build Merchant’s Heart’s presence across key social channels.
Jason Sennitt, head of Merchant’s Heart, said: “We were really impressed with Threepipe’s insight, experience and ideas. Threepipe will be a key partner in our quest to educate consumers and the trade about how Merchant’s Heart can help to enhance the flavours of their favourite spirits, rather than to mask or overpower them.”
Jim Hawker, co-founder of Threepipe, added: “We are delighted to be working with Merchant’s Heart at such a critical time when it ramps up its consumer marketing activity. It’s a beautifully designed product from the inside out and we can’t wait to make the right introductions and get the brand seen and heard about in the right places.”