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Create a marketing program specifically targeted to your market's influencers.
How do you form a lasting brand connection with a logo-overloaded, hard-to-reach crowd like expert snowboarders? And then how do you extend beyond this niche crowd to reach a larger community of enthusiasts? By giving up top-down communication tactics and giving snowboarders the tools to connect, show their stuff, and entertain! How did we do it? First, define the goals...
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Staropramen Breweries introduced a revolutionary product in June 2007 -- Staropramen CoolKeg -- a beer keg which cools itself to optimal temperature (41ºF) within 60 minutes and keeps this temperature for 12 hours. No electricity, no chemicals required. The target occasion is outdoor keg parties etc. CoolKeg surpasses keg drinkers' expectations. The challenge was to quickly raise awareness in the...
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When the 800lb gorilla in the sports drinks category has a marketing spend 100 times greater than yours, how do you launch a new brand successfully, and at a premium? That was the challenge Cadbury-Schweppes asked Ammo to accept with the re-launch of Accelerade in the summer of 2006. We recommended inverting the usual logic: Rather than competing with Gatorade,...
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In December 2006, our agency was hired to amplify the launch of K-Y INTRIGUE, Johnson & Johnson's first premium lubricant. Our New York and San Francisco-based program reached sexually active female Influencers 25-35 years old, with a willingness to discuss intimate topics and share information on health and beauty. The Intrigue Concierge, who managed the program, set the mood for...
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While Chambord -- a black raspberry liqueur from France -- has good distribution and awareness, there is little knowledge of its point of difference. Through relationship building and the creation of brand education experiences, Chambord and Ammo's objective was to win support from Trade Influencers in 10 U.S. cities, before consumer marketing activity began in 2008. Ten Chambord Brand Ambassadors...
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