Post by Kiwi Frontline on Sept 5, 2020 11:12:15 GMT 12
YES, YOU CAN WIN IPONZ APPROVAL FOR YOUR BRANDING BUT IT’S BACK TO THE DRAWING BOARD IF SOME MĀORI MOUNT AN OFFENSIVE AGAINST YOU
The makers of the gin once branded “indiginous” announced early in June they were back in business and their product – now known as “imagination” – was available again, in stores and online.
Since then their Facebook page has recorded that whatever it’s called, the hand-crafted gin they make in the Reikorangi Valley, near Waikanae, has gone down a treat with the experts. They were awarded a silver medal and the highest score for a New Zealand gin at the London Spirits Competition; a gold, a silver and two bronze medals at the New Zealand Spirits Awards; and a bronze medal at the International Wine & Spirit Competition in the UK.
The most recent post, on August 18, advised:
“A very satisfying way to end the medal season! We won our very first medal with our very first gin at the 2019 SIP Awards in the USA, and we’ve gone back to back with another Gold medal for our Triple Distilled Dry Gin for 2020.”
Another of their gins picked up Silver.
But it has been a harrowing year.
Their “indiginous” gin had been on sale for more than a year when – early in March – they were targeted in a social media campaign of abuse and threats by people professing to have been offended by a Māori tattoo-inspired label, by the brand name, and by “cultural appropriation”.
New branding was developed during the trading hiatus for the hospitality sector caused by the Covid-19 lockdown. Company director Gavin Bradley says it maintains as many cues as possible from the old brand, but without Māori visual cues.
Fair to say, the social media campaign – or rather, the wider media publicity it generated – did sales no harm.
“We had record sales immediately after the hit,” Bradley told Point of Order.
But rebranding has cost several thousand dollars.
The company’s Facebook page records what happened.......
Read on here > pointofordernz.wordpress.com/2020/09/04/yes-you-can-win-iponz-approval-for-your-branding-but-its-back-to-the-drawing-board-if-some-maori-mount-an-offensive-against-you/
The makers of the gin once branded “indiginous” announced early in June they were back in business and their product – now known as “imagination” – was available again, in stores and online.
Since then their Facebook page has recorded that whatever it’s called, the hand-crafted gin they make in the Reikorangi Valley, near Waikanae, has gone down a treat with the experts. They were awarded a silver medal and the highest score for a New Zealand gin at the London Spirits Competition; a gold, a silver and two bronze medals at the New Zealand Spirits Awards; and a bronze medal at the International Wine & Spirit Competition in the UK.
The most recent post, on August 18, advised:
“A very satisfying way to end the medal season! We won our very first medal with our very first gin at the 2019 SIP Awards in the USA, and we’ve gone back to back with another Gold medal for our Triple Distilled Dry Gin for 2020.”
Another of their gins picked up Silver.
But it has been a harrowing year.
Their “indiginous” gin had been on sale for more than a year when – early in March – they were targeted in a social media campaign of abuse and threats by people professing to have been offended by a Māori tattoo-inspired label, by the brand name, and by “cultural appropriation”.
New branding was developed during the trading hiatus for the hospitality sector caused by the Covid-19 lockdown. Company director Gavin Bradley says it maintains as many cues as possible from the old brand, but without Māori visual cues.
Fair to say, the social media campaign – or rather, the wider media publicity it generated – did sales no harm.
“We had record sales immediately after the hit,” Bradley told Point of Order.
But rebranding has cost several thousand dollars.
The company’s Facebook page records what happened.......
Read on here > pointofordernz.wordpress.com/2020/09/04/yes-you-can-win-iponz-approval-for-your-branding-but-its-back-to-the-drawing-board-if-some-maori-mount-an-offensive-against-you/