To raise awareness of the Toor Whisky brand and launch its latest variant, Camel Thorn, to the South African market. The objective was to generate impactful media coverage, spotlight the founders’ innovative approach to whisky, and reinforce Toor’s premium positioning.
Pulse Communications executed a four-week PR campaign centred on founder-led storytelling, premium positioning, and targeted product trials. A curated list of ten influential lifestyle, food, business, and luxury media outlets received Camel Thorn for review, resulting in organic, credible endorsements. We also equipped Toor’s spokesperson with tailored briefing materials and coordinated interview scheduling to align messaging across platforms. The strategy fused editorial authority with experiential engagement to drive meaningful brand visibility.
