Creativity and “building buzz” drive successful product launches.

When Seagram Beverage Company called on Thorp & Company to introduce TAOS, a new aperitif aimed at upscale consumers, Thorp & Company used an attention-grabbing tactic: The hiring of actors to wear Shakespearean garb and Carmen Miranda outfits who delivered product samples to the media and to attendees of special events.

Thorp & Company implemented a program with creative flair that included product samplings at upscale events such as Jupiter’s Shakespeare-by-the-Sea Festival – hence the actors and the special deliveries.

Though exciting and interesting, the product launch was not without challenges: 1) Neither a mixed drink nor a wine cooler, TAOS did not fall into an existing beverage category; 2) Though appealing, TAOS’ taste was difficult to explain; 3) TAOS’ price, higher than that of beer and wine coolers, discouraged retailers from offering samples.

To accomplish the campaign’s objectives, Thorp & Company researched special events where samplings could take place and selected 12 for the launch campaign that attracted upscale crowds consistent with TAOS’ positioning. Thorp & Company arranged to have TAOS sold or sampled at events ranging from Key West’s Hemingway Days Festival to Fort Lauderdale’s Las Olas Art Show.

More than 65,000 people attended the events, and more than 6,770 individuals sampled TAOS. Results from the media relations efforts included numerous feature articles, coverage in three major daily newspapers and promotional mentions on top-rated radio and television stations in Florida.

The successful launch in Florida was used as a model by Seagram for the launch of TAOS in other markets.
[PRINTER FRIENDLY VERSION]