Using Peel ‘n Taste®, brands are able to reach existing and potential consumers with an exciting and memorable flavor experience. Brand marketers find Peel ‘n Taste® helps leverage the results of traditional brand marketing, promotional and trial generating campaigns by adding the sense of taste!
Client - Beam Global Spirits & Wine, Inc.
Product - Jim Beam HornitosTM Tequila
Problem
Unlike Jim Beam Bourbon Whiskey, Beam Global Spirits & Wines' flagship product, HornitosTM Tequila is lesser known and a much less visible brand in large retail channels. Beam Global, wanting more exposure and sales in specific distribution channels, felt the brand had untapped potential for growth in the tequila market and merely required greater exposure and heightened c
onsumer awareness. Beam Global felt brand interaction was essential to attracting consumers and opted to market HornitosTM in the form of a tasty margarita. First Flavor's Peel ‘n Taste® marketing system offered the precise marketing vehicle Beam Global needed to bring the flavor of a HornitosTM based margarita to life.
Solution
In deciding to concentrate its marketing efforts on cross-merchandising HornitosTM Tequila with Jim Beam Bourbon Whiskey, Beam Global contracted First Flavor to produce a flavor strip for the product. Vertis Communications designed a bottleneck hanger, complete with an affixed HornitosTM-flavored margarita Peel ‘n Taste® flavor strip and the cocktail's corresponding recipe, to be attached to Jim Beam bottles on store shelves. In the summer of 2008, Beam Global effectively utilized Jim Beam Bourbon Whiskey's brand strength to boost HornitosTM Tequila's public profile by exploiting the cocktail's summer popularity and persuading its faithful bourbon drinkers to try "summertime margaritas" made with HornitosTM Tequila.
