Summary
It all started with the question: Wouldn’t it be great if you could try a whisky without having to shell out on a full-sized bottle? With this in mind Drinks by the Dram took bottles and divided them up into little samples including whisky, gin, vodka, rum and more, all of which are wax-dipped and handsomely labelled. The tasting sets are the perfect way to try a selection of delicious drams, and they make great gifts too. The smasher are wonderful advent calendars providing spirits lovers with 24 drams to make counting down to Christmas all the more exciting.
Strategy
PR with focus on high quality online media and influencers to place the Drinks by the Dram theme calendars in online media advent calendars.
Exclusively individual approach to the editorial offices and influencers.
Execution and creativity
Selection of target media (about 20) and influencers (about 10).
Approach and agreement of cooperations.
Dispatch of the Drinks by the Dram calendars to the media and influencers.
Results
- 25 clippings (the goal was 15) in media like e.g. GQ, Gala, Savoir Vivre, AboutDrinks, UniqueDrinks, TasteCrunch, InStyle
