Create awareness amongst the trade and consumer within the nightlife channel for a new Super Premium Croatian Vodka. Open desired key accounts in the nightlife channel.
Leverage nightlife relationships to achieve sell in and replicate authentic early adaptor consumer behavior by executing covert sampling events in the accounts. Focused on executing the covert sampling events on the right nights with the right influencers and exploiting the “social” nature of the target demographic by hiring social media savvy influencers and ambassador.
After a five year decline around the brand was returned to flat in the first 24 months of the program; the launch of Hpnotiq Harmonie created a 37% increase in the 2011 fiscal year.
Research showed a 24% increase in brand recognition as a GNO brand and a 26% increase in intent to purchase amongst target consumers. Facebook fans also increased from 30,000