The Situation

A liquor manufacturer who wanted to introduce its foreign brand in Florida faced intense competition from well-established brands in the saturated market.

The Solution

• Launched a print and radio advertising campaign to introduce the brand
• Coordinated a series of on-premise promotions at local restaurants and nightclubs frequented by the target market
• Developed promotional items (T-shirts, give-away items)
• Secured positive publicity of the promotions and the company’s products

The Results

• Brand awareness increased among the target audiences
• Distribution and sales measurably increased in the target market