PRODUCT LAUNCH

The background

A popular liqueur brand with a portfolio of flavours targeting the 18 – 24 year old market were about to launch an additional flavour.

The challenge

In a competitive market, the brand had to stand out from the crowd and live up to its strong reputation for challenging the expected.

The strategy

A promotion was developed and rolled out across bars in Scotland and England. The in bar theatre incorporated a ring master, dominatrix style ring leader and a 6ft high, fibre glass head, filled with coloured plastic balls (representing the 3 flavours of the drink). The main objective was to retrieve one of the plastic balls to be entered into a prize draw to win a holiday with 5 of your friends.

The results

The promotion ran successfully in over 250 venues the length and breadth of the UK. This resulted in a hugely successful nationwide launch, with the new product proving able to match the more established flavours for market penetration.