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OBJECTIVES:

Position Powell & Mahoney Vintage Original Cocktail Mixers as THE premium brand within the Cocktail Mixer category and reinvigorate and modernize the category for the 21st century

Educate consumers about P&M and how delicious and easy it is to use for at-home cocktails and entertaining

 

Strategy / Tactics

Align 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

Place the product in the hands of influential bloggers and editors who can speak to the mixers’ premium quality and delicious taste

Developed monthly releases incorporating cocktail recipes featuring P&M mixers and pitched to long-lead, short-lead, broadcast and online media

Coordinated product deliveries to facilitate editor, blogger and on-air personality trials and taste tests

 

Results

Generated more than 214 million media impressions in 8 months

Featured in People Magazine’s Father’s Day Gift Guide

P&M Margarita and Bloody Mary mixers Won Real Simple’s Road Test and was featured in the August 2015 issue

Secured 19 local and 1 national TV segments

Doubled Powell & Mahoney business and increased number of doors for Target stores to more than 800 nationwide

SPINS ranked Powell & Mahoney #2 in natural foods, elbowing big companies as the youngest company on the list

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