How to relaunch a stodgy brand for the U.S. market when the brand is not top-of-mind. Competing head to head with larger alcoholic beverages would be difficult without a unique approach in order to stand out.
The Challenge
Solution
The brand was repositioned for the U.S. market underscoring its versatility as a key ingredient in both food and drink recipes. A full-funnel campaign was created that included a new website rich with recipe ideas, a digital campaign for the major platforms, a social media calendar with static and video content of delicious recipes, and a store locator to drive traffic to retailers. Joint promotions with other adult beverages also helped further expand their customer base.
NEW WEBSITE
Based on the new Life is Sweet strategy we created a series of social videos that included new drink ideas and innovative recipes.
The client chose to target older women based on historical sales history. The Ant Society tracked data using our Dashboard, Media Analytics and Website Analytics and discovered early in the campaign that men overall and a younger demo of both sexes represented a growth opportunity.
Our solution was to create customized creative elements to also engage younger men and younger women. The results were immediate.
In the first 12 months Rompope Coronado sales Southwest U.S. skyrocketed, 5 times previous year sales.