| :: Clients Description |
One of the largest American-owned companies in the wine and spirits business. Brown-Forman's Finlandia Vodka is one of the world's leading premium vodkas. |
| :: Objective |
Build brand awareness and increase case sales for Finlandia Vodka in the Louisville market. |
| :: Strategy |
Create a marketing opportunity that associates Finlandia with an established community event attracting the appropriate target audience; thereby building brand awareness at a grass roots level. |
| :: Tactics |
With the help of Maverick, Finlandia Vodka became an official sponsor of the Kentucky Derby Festival's Taste of Derby Festival event by creating its own attraction, the Best Bloody Mary of Louisville contest. To support the event and Finlandia's sponsorship, Maverick coordinated a partnership with a local radio group who supplied approximately 850 (:60) commercials, 250 (:10) announcements, remote broadcasts from participating restaurants, web presence on their station sites and inclusion in the individual station e-newsletters among other marketing activities over the course of a six-week period. |
| :: Results |
Finlandia Vodka did achieve increased brand awareness among key target groups. Case sales for Finlandia increased by more than 20% compared to the same time period the previous year. |
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