Heads will turn and tails will wag.  

That’s the concept of the launch campaign for Mr. Pickles Pacific Northwest Gin which recently named independent Brooklyn agency SuperHeroes AOR for the brand.  

Mr. Pickles is a new entry in the gin market, named after the master distiller Ben Green’s rescue pitbull, whose face adorns a blue-tinged bottle arrayed with flowers and botanicals.  

The work from SuperHeroes introduces the tagline “Stupid Good Gin,” while showcasing the brand as “seriously good gin that doesn’t take itself too seriously.”  

“No one wants another snooty gin,” explained Rogier Vijverberg, chief creative hero at SuperHeroes. “We saw an opportunity to take a fun approach that builds off of every dog’s innate playfulness with ads and social posts that leverage the brand’s name and its namesake.” 

SuperHeroes devised the brand look and feel, from color scheme to typography to punctuation. Along with brand guidelines, SuperHeroes also produced social, digital, and retail assets, along with a 15-second tongue-in-cheek spot that is running on The Tennis Channel during the Biofreeze USA Pickleball Championship going on now in Dallas.   

The agency also created an onsite experience at the championship where fans can try out themed cocktails called “The Pickleball” and “The Belly Rub.” And if drinking up a belly rub doesn’t quite scratch that itch, Mr. Pickles has you covered – there will also be an actual “belly rub” machine that SuperHeroes discovered and is stationed at the Mr. Pickles’ booth. Because, as an agency rep put it, “we all need a little lovin’ sometimes.”