DESIGN, CONTENT, CREATIVE, EXPERIENTIAL, TOOLKIT, PR, DIGITAL, STRATEGY, CAMPAIGN, RETAIL, TRADE
How to launch a new SKU to the Jim Beam stable in a noisy marketplace to a distracted and fickle audience.
We launched Red Stag with a two year strategy that aimed to establish the brand with up and coming early adopters.
Underground Rebel Bingo
At the time, Underground Rebel Bingo was the hottest new event in the student party calendar. We brokered the first brand partnership with URB and seeded Red Stag as the party drink of 2012.
Academy Music Group
We also brokered a shot pouring deal with the Academy Music Group overtaking Jäegermeister as the shot of choice across their entire portfolio of venues.
We partnered with podcast legend Adam Buxton to target bloggers and social media influencers, creating the UK’s first ‘Powerpoint Karaoke’ during which Adam improvised around a presentation he had never seen before to explain the production process of Red Stag. This exclusive event drove a 1.7m reach through social media, digital channels and PR.
Global Travel Retail is a crucial market for most spirit brands and to ensure cut through, we created a world first by fusing augmented reality technology with social media to create an award-winning travel retail experience. This toolkit solution was then rolled out across EU Travel retail and activated in several other airports. At our Gatwick launch alone, 8,500 sampled Red Stag and 87% would buy and recommend it.
In its second year, to build an association with a key passion area and to continue brand growth, we devised a fully integrated campaign around music, named 'Fresh Tracks'. The Propaganda DJ Tour through O2 Academies led to a total attendance of 8,386 and a total promotional reach of over 6.1m.