Campaign Goals:
Increase market share of Campari America through on/ off premise experiential initiatives
Execution:
- Identify top existing accounts and gain new placements in key accounts not offering Campari brands
- Schedule wet sampling events at both on/ off premise venues
- Hire and train spokesmodels for in-field roles
- Manage and allocate budget while maintaining a balance across entire portfolio
- Training of bar staff and liquor store employees on core brand principles
- Creation/ implementation of VIP event experiences and specialty cocktails
ROI:
- Played a large role in cementing Wild Turkey “American Honey” as the #1 selling honey infused bourbon in the US
- Increased amount of Campari brand placements (Wild Turkey, Skyy vodka and Cabo Wabo tequila) by 65% in on premise accounts
- Executed 100% of tastings while staying within allocated budget