Papa Salt
Papa Salt, the Australian coastal gin brand by Margot Robbie, Tom Ackerley, Josey McNamara, Charlie Maas, and Regan Riskas - was successfully launched into the Australian and New Zealand markets.
Spanning over a year of pre-launch preparation and phased activations, the launch strategy generated over 60M in media circulation and significant advertising value across top-tier press.
The two-phase launch (May 2023 & November 2023) saw a total of 18 high-impact events curated and executed across all states in Australia, engaging media, industry tastemakers, and consumers.
In the brand’s first year in Australia, the collaborative PR efforts between Jumaily Comms and LA-based brand agency Lucky Chalm delivered over 200M in media reach, supported by a consistent stream of in-depth gin reviews, premium print and digital features, extensive social media coverage, and high-profile brand partnerships.
The overall two year project demanded absolute precision balancing VIP confidentiality with a highly strategic communications plan, seamless event management, and targeted media outreach to cement Papa Salt as a standout success in a competitive market.
Highlights
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Generated 200M+ media reach through a consistent program of in-depth storytelling, premium gin reviews, news features, and strategic brand positioning across top-tier media
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Led and executed 20 high-impact brand events since launch concepting, producing and delivering industry experiences end-to-end and inline with the brands vision and positioning
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Secured and managed strategic partnerships with globally influential platforms, including VOGUE, SXSW, and Robb Report, elevating brand authority and cultural relevance
