Stock Plzen introduced a revolutionary product in November 2007 -- Fernet Stock 8000 -- transparent Fernet, the first herb spirit on Earth.

OUTBREAK’s recommendation was clear: Not to position FS8000 as another cocktail-spirit in saturated market but rather use it as a base for consumer co-creation and self-expression. To achieve that Influencer Marketing, Product Seeding and Co-creation was used.

The cross-country search for category opinion leaders in hip bars of 7 Czech cities, took 4 weeks and the opinion leaders got invited to FS8000 Mix Camps. Their goal was to invent their own recipes and rituals for FS8000.

The Mix Camps were all about co-creation and with hundreds of ingredients available, the mission to create the most outrageous recipes & rituals wasn’t that difficult to complete. Participants of the events could use anything from coffee beans through cardamon or licorice to gummy bears...

We further supported the feeling of being valued, special and important by web pages with photos and videos from the Mix Camp parties and a VIP zone accessible only to the opinion leaders. We sustained a dialog with them through an easy to use CRM system.

More than 1.200 opinion leaders attended the Camps
More than 1.000 unique recipes created
More than 3.000 FS8000 drinking parties were initiated by opinion leaders within just 1 month following the Camps
13.000 personal experiences with new FS8000 delivered by trusted source - a good friend within just 1 month after the Camps
76 % - average declared opinion leaders purchase intention
67,3 - net promoter score of the product

8 months after the Mix Camps:
32,6% - awareness of the product based on “heard about it from a friend”
“I can have it any way and with anything I want” - no.1 positive answer when FS8000 described by TA.

Client: Stock Plzen
Agency: OUTBREAK
Budget: Undisclosed
Date of Campaign: October - November 2007
Case Study URL: http://www.slideshare.net/outbreak/outbreakfs8000casestudy/