Cinco de Mayo has become the single biggest holiday for the consumption of alcohol in the United States. It drives the biggest bulk of sales for brands within the spirits and beer category. Naturally, it is important for brands to break through the clutter with strategic marketing programs that can support sales objectives, help them standout and win their fair share.
Zignum Mezcal tasked us with the development of a marketing program to support Zignum’s Cinco de Mayo efforts, events, product distribution and tastings across the participating retailers in priority states of CA, FL, AZ, TX.
However, the challenge was that althought the shopper was excited about the special Cinco de Mayo on a Friday opportunity to socialize with friends and family, she was unaware of Zignum Mezcal, and by default would choose known brands that made her feel safe with her choice.
How could we help Zignum Mezcal move the Cinco de Mayo shopper from purchasing what she already knows to trying something new with Zignum: The Purest Mezcal in the world?
We must convince her to try a new type of drink, Mezcal; with a premium quality flavor and authentic Oaxaca feel that brings novelty to her Cinco de Mayo. We must inspire her to give Cinco de Mayo, “A Premium Twist” with Zignum Mezcal, without sacrificing her crave for a Margarita.
We leveraged digital tactics to target the spirit shopper within 5 miles of the participating retailers across 5 priority states and engaged her at multiple touch points across her path to purchase, where she could be influenced the most. We created a visually stimulating campaign that invited our shopper to “Class up their Margaritas” with a new class of Margarita: Zignum’s Mezcalita. The campaign unveiled “Zignum’s new class of Margarita” and invited shoppers to visit its participating retailers through Pandora’s audio and digital banner companions as well as social media outlets (FB/IG), while in-store tactics were used to engage and convert shoppers at shelf.
– Zignum Mezcal doubled its sales from 2016, with efforts directly attributed to the campaign; making it their biggest sales event in the year.
– Zignum Mezcal strengthened relationships with retailers/distributors that furthered investment and open opportunities that translated into more sales.
– Traffic to the Zignum landing page grew 326%, directly attributed to pandora and social campaign efforts.
– Social media engagement skyrocketed in the month of May.
