Why This Shop Is Breaking the Traditional Agency Model by Developing Its Own Gin

RTO+P is relaunching its liquor brand this fall

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Red Tettemer O'Connell + Partners thinks it's found the perfect way to revive a gin brand created in 2008, a brand that the agency developed from scratch to better understand its clients and just do something outside of the normal creative work. RTO+P launched a new fall line of its gin product, with a new look and of course, a new taste, to draw in some new, younger gin drinkers.

TuB first came onto the scene in 2008, created as a partnership between the agency and Peach Street Distillers, but the agency continues to put resources into the project because "it allows us to further break the traditional agency model by becoming involved in the whole cycle of marketing, from product development to promotion to experience to distribution," Steve Red, chief creative officer at RTO+P, said.

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