|Challenge: Promote a new flavored vodka to women |
Absolut Vodka had just come out with a new mandrin flavor, and was looking for a unique way to market it. Social research had suggested that women would be the target audience to specifically advertise their product to.
Solution: Custom flavored lip balm was created to raise brand awareness
The company had Standard Lip Balm in Metal Tins custom made to taste like their new mandrin-flavored vodka. Absolut then hired a wait staff to go into upscale nightclubs and bars in big cities, and give the lip balm to women as a gift. Their goal was to try to get women interested in ordering a drink with Absolut Mandrin after receiving the lip balm.
Result: A dramatic increase in Absolut Mandrin sales
Not only did the promotion generate more liquor sales with the new flavor, it also helped create a positive brand image among female consumers. Furthermore, the women had a promotional product they could use later, guaranteeing sustained exposure for the brand.
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