Objective
Enter the spirits category
Approach
The spirits category is a tight-knit community that is tough for outsiders to enter. Although two agency leaders had previous experience, the agency did not have any spirits experience. The agency wanted to break into the category. I developed a strategy for the top five spirits companies with the goal of winning one.
Results
In nine months, we secured a meeting with the top spirits company in the USA, subsequently developed a proposal, and won digital shopper marketing AOR in the corporate group across all brands by bringing a local digital direct marketing approach to a very traditional in-store and on-premise mentality. That gave us the visibility and opportunity to build relationships with each of the brands in the portfolio.