Mr. Pickles Gin Arrives on the Scene with a “Stupid Good” Marketing Campaign from SuperHeroes


By The Chicago Egotist / /

Heads will turn and tails will wag. That’s the idea behind 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, highly acclaimed entry in the gin market from Eugene, Oregon’s Wolf Spirit.  It is named after their master distiller Ben Green’s rescue pit bull pup, whose handsome face adorns the fanciful aqua-tinged bottle arrayed with ornate flowers and botanicals. 

Mr. Pickles Pacific Northwest Gin’s 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 simplest things in life,” said Tim Nicholls of Wolf Spirit. “He 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 heavily into the irreverence of the bottle design, SuperHeroes devised the brand’s 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. 

In conjunction with the national television campaign, Mr. Pickles will let people get up close and personal during a consumer experience at the tournament on “Pickleball Boulevard” – the entertainment hub of the Pickleball Championship. Two-legged fans can lap up two themed cocktails called “The Pickleball” and “The Belly Rub.” And if drinking up a Belly Rub doesn’t quite itch that scratch, Mr. Pickles has you covered – there will also be an actual “belly rub” machine that SuperHeroes discovered and is stationed at Mr. Pickles’ booth. Because we all need a little lovin’ sometimes. 

Mr. Pickles is a smooth, premium international style gin that reflects the personality of the distillery’s gregarious mascot and Oregon’s majestic mountains.

Distilled under watchful (yet often dozing off) canine eyes, Mr. Pickles is born from 100% soft, white winter wheat, mono-sourced just down the road at the Camas Country Mill. The exceptionally soft base spirit is triple distilled with the final distillation including a vapor basket to introduce the botanicals. It leads with the same enlivening juniper notes you might encounter on a hike to majestic Mount Hood, which are quickly softened by 11 other botanicals, including sencha green tea, blood orange, pink peppercorns, and marshmallow root, revealing an approachable, aromatic, and sweet spirit reminiscent of Cascade Mountains meadows.


Mr. Pickles is a seven-year-old American Pitbull Terrier found wandering around the parking lot of a mall in Bakersfield, California. He was rescued from the pound by Wolf Spirit Master Distiller Ben Green and taken to Eugene, Oregon, home to the Wolf Spirit Distillery. With his broad chest, intense stare and spiked collar, Mr. Pickles may come across as a real tough guy, but once this tail-wagging machine starts loving on you, it’s hard to make the kisses and licks stop. Since his arrival, Mr. Pickles has become the emotional heart of Wolf Spirit, providing not only companionship, but listening intently to ideas for new spirits, inspecting all the grains and botanicals for our products and standing guard over our mash tuns, fermenters and column stills (when he isn’t snoozing in the sun).


Perhaps the only liquor company in the world founded in an old laundromat (Nanny’s Wash & Dry, to be exact), Wolf Spirit is a true Eugene, Oregon original, producing fine, handcrafted products that capture the pioneering spirit of the American northwest. Founded by Campari Group veteran Umberto Luchini and helmed by longtime spirits industry expert Bradd Levitan, Wolf Spirit embodies the traits of its namesake. Guided by instinct and fueled by a hunger for brands with authentic stories, Wolf Spirit is building a pack of unique products with courageously bold identities that come together with purpose. Our premium brands include Puncher’s Chance® BourbonTom of Finland® Organic VodkaBlood x Sweat x Tears® Vodka, and  Mr. Pickles Pacific Northwest Gin. Launched in 2017, Wolf Spirit’s products are now available nationally across the US with a keen focus on national and regional on- and off-premise chains. Find out more at


SuperHeroes, with offices in Brooklyn, Amsterdam and Signapore, is on a mission to save the world from boring advertising. The agency works with clients who are predominantly targeting GenZ and young millennials. Its clients include Lenovo, DoorDash, Fenty x PUMA, Netflix, Catalina Crunch and others. 


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