Heads will turn and tails will wag. That’s the concept of the launch campaign for Mr. Pickles Pacific Northwest Gin which has 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 fancifull blue-tinged bottle arrayed with flowers and botanicals.

Mr. Pickles launch campaign kicks off with its official sponsorship of the 2023 Biofreeze USA Pickleball national Championships taking place in Dallas, November 5 – 12th.

“All of us have watched Mr. Pickles derive enjoyment from just the most simple things in life,” said Tim Nicholls of Wolf Spirit. “He was and is our inspiration for a campaign that expertly captures Mr. Pickles’ tail-wagging optimism with a brand look and voice that is a bit clever and irreverent while also celebrating great taste and drinkability.”

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.”

Leaning into the irreverence of the bottle design, SuperHeroes devised the brand look and feel, from color scheme to typography to punctuation, because, as Vijverberg notes “sometimes we all need a little guidance on when and where not to use double exclamation points (hint: never).” Along with brand guidelines, SuperHeroes also produced social, digital, and retail assets, along with a 15-second tongue-in-cheek spot that will run on The Tennis Channel and ESPN2 during the Pickleball Championship.