Powell & Mahoney Holiday 2014: Making a Splash!

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Objectives

In the fall of 2014, CRC was charged with bringing Powell & Mahoney Vintage Original Cocktail Mixers to the forefront of the public’s eye. In the sea of candy-coated cocktail mixers on the market, CRC had to make Powell & Mahoney stand out by positioning it as THE premium brand within the Cocktail Mixer category that is reinvigorating and modernizing the category for the 21st century. Another hurtle to overcome proved to be consumer’s viewpoint of cocktail mixers as too difficult compared to the ease of wine and beer, so CRC set to educate them about how delicious and easy Powell & Mahoney is to use for at-home cocktails and entertaining.

Strategies

P&M Case Study
P&M Case Study

In order to capture the media’s attention, CRC aligned the brand with exceptional cocktail recipes created by master mixologist Tad Carducci and at-home entertaining suggestions that showcase the mixers’ ease of use, all-natural and handcrafted qualities. Supplementing the cocktails’ creativity, CRC also placed the product in the hands of influential bloggers and editors who could speak to the mixers’ premium quality and delicious taste.

Key Tactics

CRC kicked off the partnership with Powell & Mahoney by leveraging the brand’s new cocktail recipes for fall by developing a press release and distributing it over PR Newswire. In order to spread the word about Powell & Mahoney, CRC developed timely monthly releases incorporating cocktail recipes featuring Powell & Mahoney mixers and pitched them to long-lead, short-lead, broadcast and online media. Seeding products to influential voices in the industry, product deliveries were coordinated to facilitate trials and taste tests among editor, blogger and on-air personalities.

Results

CRC generated over 107 million media impressions in Q4 alone, including 16 local TV segments, 1 national TV segment on Access Hollywood and countless endorsements from editors and bloggers. The many placements translated into substantial growth for Powell & Mahoney, doubling their business and increasing sales at Target each month in Q4. Raising more awareness for the brand and encouraging online sales, CRC drove 7,149 new visitors to PowellandMahoney.com in the four months, accounting for 75.20% of the total online sessions.

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