The Problem
Luxardo has been in the spirits game for more than 200 years and is well-known to bartenders and trade pros, but it lacks larger consumer awareness. When the historic brand wanted to get on board the ready-to-drink canned cocktail train, Access helped it find a new audience and generate awareness in a crowded brand landscape.
Our Solution
Access knew that to drive coverage, it had to get the new Luxardo canned cocktails into the hands of media and influencers who were actively reviewing these products, highlighting the sleek design and new flavor offerings while inspiring social sharing. We created an eye-catching mailer for media that modernized the brand and attracted eyeballs both in the traditional media and influencer world. We then hosted a virtual summer picnic event to inspire mailer recipients to actually open their cans and move this new product to the front of the line.
Results & Impact
The mailers did a great job of not only communicating the product news to a new audience, but also generating both earned media coverage and influencer social sharing. We reached 28 key targets, generating more than 3MM total impressions inclusive of traditional and social media impressions. The virtual summer picnic tandem event was attended by 15 editors and generated 25 earned and social media placements.
