The Ask :
Create tangible excitement among demanding consumers, jaded media and selective distributors and buyers about the launch of Chambord Flavored Vodka
Our Approach :
From the rooftops of hotspots in LA to the most exclusive clubs in NY, The Baddish Group created breathtaking events that launched a new flavored vodka sensation. Influencers in worlds of food and fashion were invited to sample Chambord Flavored Vodka while viewing jaw-dropping entertainment featuring synchronized swimmers, aerial bartenders and burlesque troupes. Buzz couldn’t be contained about the vodka’s decadent black raspberry flavor and, just like each event, it delivered a unique and satisfying experience.
It’s All About the Berries : Celebrating Strawberry Shortcake Day with Driscoll’s
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Take ownership of National Strawberry Shortcake Day during Driscoll’s peak selling season; celebrate summer strawberry season and imprint an indelible brand on America’s favorite summer dessert.
Create a compelling program including top chef endorsements, culinary partners and influential media. Develop a consumer survey to spotlight Strawberry Shortcake, America’s favorite summer dessert. Focus the celebration on June 14, National Strawberry Shortcake Day with a variety of publicity tools designed engage both traditional and online general interest, food and news media with strong news hooks and graphics:
Visuals, developed by TBG for the campaign, included: an Infographic; Facebook shot and Twitter Hashtag #TasteSummer. Activities created for the program included: NSSD cupcake deliveries by More Cupcakes; Recipes and demonstrations by Chef Jacques Torres including his birthday ice cream and signature Strawberry Shortcake; Strawberry Shortcake Day Party at the Blog Her conference;
The campaign was highly successful by all measures, reaching target consumers across the country via every media channel thanks to the Baddish Group’s hard work, smart strategy, bold creativity and unyielding persistence. More than 248,836,094 media impressions were generated via TV, print, online and podcasts as well as 22 National and local media appearances for chefs and experts (5 national; 17 local). Instagram: - 823 posts, - 23,542 likes; Twitter including only those who used the #TasteSummer - (301,785 accounts reached; 839,197 impressions)
Creating Holiday Spirit: The Boozy Truffle Blogger Program
Frontier Coop, leading American supplier of organic herbs and spices, wanted to generate excitement among home cooks, amateur chefs and homemade food gift lovers with a strong holiday program showcasing their spices. They requested a quick and cost-effective online program that would put their brand center stage just in time for holiday cooking, gifting and celebrating.
To cut through the holiday noise, The Baddish Group created a program that married holiday elements including spices, super premium spirits and chocolate. The program invited food and spirits bloggers to participate in the hands-on program, learning about the spices and making great chocolates to serve, gift and enjoy themselves. The program was timed so that the posts and social media support would go live just in time for the bloggers’ followers to start their holiday menus. 24 bloggers were sent a $30.00 Whole Foods Gift Card, a Whisk, two spices from Frontier Spice, and a bottle of Diplomatico Rum, Templeton Rye, Casa Noble Tequila or Four Roses Bourbon.
Each blogger posted his/her recipe, photos and recommended the spirit they used. The resulting UVPM totaled a whopping 390, 178. Twitter: 35 Retweets 29 Favorites Facebook: 157 Likes 51 Shares Pinterest: 141 Repins 21 Likes Instagram: 712 Likes 44 Comments
Fast-Tracking Teeling: Irish Whiskey Just (Barely) in Time for St. Patrick’s Day
With just three weeks’ lead time before St. Patrick’s Day, The Baddish Group was asked to create an awareness campaign for the newest brand from Ireland: Teeling Whiskey. TBG knew that major media coverage of the Irish Whiskey category is concentrated in the weeks leading up to March 17. They had little time to ensure that the new brand would gain a foothold in the U.S. marketplace.
The Baddish Group leapt into action, leveraging its strong and time-tested relationships with key spirits and business media to generate coverage of the Teeling brand. Recognizing that brand owner Stephen Teeling could be a strong media asset, the agency arranged one-on-one interviews as well as group tastings where key influencers could try the new brand and learn about its history and claim to fame as the first new distillery to be built in Dublin in 125 years.
The Baddish Group blitzed media buzz ahead of the holiday to give Teeling the awareness it needed before the holiday and to keep it top of mind among whiskey aficionados and spirits trade and industry influencers. ### media impressions were generated across all media with highlights including features in The Wall Street Journal and Bloomberg Business.
Teeling Single Grain – A Potent New Product Introduction
Teeling Irish Whiskey, new to the U.S. market in 2014, wanted to create excitement, stimulate trial and repurchase of new a new expression: Teeling Single Grain Irish Whiskey, one of a handful of single grain whiskies in the world. Simultaneously, the brand sought to elevate awareness of opening of its new distillery, the first in Dublin in 125 years.
TBG assessed brand strengths: the family whiskey tradition, in the whiskey business since the 1700’s; the attractive and articulate founder of the new distillery, Stephen Teeling; and a growing roster of prestigious spirits awards won by the brand. The current popularity of whiskey in general and the search amongst aficionados for new tastes and styles added to the timeliness of the Teeling story. Based on these compelling story lines, The Baddish Group created a multi-faceted publicity program that would position Teeling’s new expression as the most exciting new taste experience for St. Patrick’s Day. Receiving program approval from the brand at the end of 2014 with just a few months before St. Patrick’s Day on March 17, the agency moved quickly and efficiently to reach key spirits, cocktail and food editors with news about the brand.
Through its quick thinking and strong contacts, the TBG campaign for Teeling was successful by all measures: a total 699,497,773 media impressions were generated via TV, print, online and podcasts. Highlights included national and local media appearances for Stephen Teeling. Highlights include Wall Street Journal online, CNBC’s Squawk Box, Wall Street Journal Marketwatch and Fox and Friends St. Patrick’s Day segments. It is important to note that these remarkable results were achieved on a budget of just $25,000.
From Table to Templeton: Rye Mash Brings Home the Bacon
Aggressively promote the Templeton Rye Heritage Pork Project, the intersection of the brand, the farming town of Templeton and the Farm to Table Movement. Brand, town and local farmers had developed an experimental program to raise heritage breed pigs on a diet of Templeton Rye Mash. Now it would invite consumers to sample the whiskey-infused pork chops and bacon accompanied by glass of Templeton’s.
The Templeton Rye Heritage Pork Project presented the agency with a treasure trove of media angles – an ideal opportunity for a creative agency with unmatched media connections. TBG believed the story would have wide press appeal, capturing the interest of media across the spectrum from spirits and epicurean to consumer, human interest and everyday food writers. The campaign was kicked with a local newspaper interview that went viral. From that beginning, outreach was expanded to culinary, scientific, business and general consumer interest press, both traditional and online.
On a modest budget, The Baddish Group generated a national and local media cascade including stories on television, radio, in national syndicates (list a few) and magazines such as Bon Appetit, Online and blogger coverage was equally impressive. All told, more media impressions were achieved for the Templeton’s brand elevating its profile and involving consumers in its heritage and all-American personality.
Case History: Putting Mojito on the Map
TBG client Bacardi U.S.A. planned a national program to promote the Bacardi Mojito cocktail. With public relations an integral part of the overall campaign, the Baddish Group was asked to create a comprehensive program to support BACARDI Superior Rum during Mojito Month.
The agency mounted a wide-ranging, multi-faceted media campaign focused on business, spirits and lifestyle media:
- Key element of the campaign was renaming a town: Richland, NJ, a major supplier of mint (essential ingredient of the cocktail) became Mojito, NJ. The agency worked with the Associated Press to break the story at the beginning of Mojito Month in May.
- Food and lifestyle writers were targeted with a release and a muddler, the bartool essential to creating the cocktail as well as an offering of a summer’s worth of mint from Dalponte Farms in Mojito, NJ.
- On the first Saturday of Mojito Month, Lady Mojito took a legendary horseback ride down New York’s Fifth Avenue generating awareness for the Mojito Cocktail.
- Master mixologist Dale DeGroff appeared in a satellite TV tour to discuss the holiday and demonstrate the proper way to mix a Mojito with Bacardi.
- TBG also created the BACARDI MOJITO MAIDENS, stars of a radio promotion involving the public in celebrating Mojito Month. A total of 30 interviews were organized and coordinated.
- Rounding out the campaign, the agency arranged for Bacardi Mojitos to be served in the Jimmy Kimmel Show green room; for Giella Cosmetics to sell shimmering Green Mojito Mint Gloss at Henri Bendel; andfor Ciao Bella to create a Mojito Sorbet
The success of the campaign was outstanding, generating over a billion media impressions. Significant media placements appeared in Money Magazine, The Financial Times, USA Today and on broadcast media including CNN, CNBC, additional network outlets and local network affiliates across the country.