Brand & Product Launch: Manly Spirits | Papaya PR


Brand PR, Influencer Campaign, Social Media Marketing, Brand & Event Photography, Graphic Design

Sydney’s hottest new gin brand and distillery, Manly Spirits approached Papaya to launch the all new product, Blackfin Coffee Liqueur and create a groundswell of traction for their brand.



An influencer program driving digital engagement and reaching over 532.5k people nationally.


Brand and event photography primarily for social media, engagement increased by 13%.

Social Media

Social media coverage including branded content and implementation of dynamic ad strategy increasing impressions by 184% on Facebook and 153.9% on Instagram.


High impact coverage across Concrete Playground, Broadsheet, PubTIC, Inside FMCG, Eat Drink Play, Urban List, Cover Hub, Hit, Australian Bartender.


What started as a green coffee bean led to the Northern Beaches’ first Espresso Martini Festival. To promote the festival and product Papaya developed a multi-faceted campaign.

PR Marketing Campaign

Papaya created a strategic PR campaign and tailored pitching program to key media and online trend publications with strong contacts such as Broadsheet, Concrete Playground, Urban List and trade publications that would generate awareness with bartenders and restauranteurs. 

Social Media Marketing

We implemented a three-month funnel and content strategy around reaching new audiences nationally, re-marketing to people who have engaged with branded content, and using video to tell the Blackfin story.

Graphic Design

For the Blackfin launch our in-house designer created artwork which was in-line with the Blackfin bottle branding and was implemented across invites, social media event covers, Eventbrite and websites. Ongoing, Papaya also created graphics for events and promotions to be used across social media.  

Product Photography

To establish a brand identity for each gin, vodka and liqueur product, we created a brand photoshoot to bring the personality of each product to life. Whether it be dark and moody or light and bright, these assets form consistency across social media content, website, eDM’s and other marketing assets. 

Find out how we can create a kickass launch for your products:

Brand Launch for Blackfin liquor from manly spirits we took photos of botanicals that go into their other gin
Brand Launch, graphic that was created to accompany event colateral
Manly spirits cocktails on bar
Beverage Marketing for Brand Launch for Blackfin, a shot of coffee being poured into brand glass with the spirit Beverage Marketing
Manly Spirits event at bar
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