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Client - CBS
Product - Cane TV Series Launch Promotion
Problem
In September of 2007, CBS was faced with the challenge of making its new premier TV show Cane a hit. Up against all of the competition, CBS was looking for a marketing tool that would catch people's attention, generate media and word-of-mouth buzz, and motivate prospective viewers to watch the show. Initiative Media Agency turned to First Flavor to help solve the problem.
Solution
The TV show Cane revolves around a wealthy Cuban-American family that makes Lucia Duque Rum (a fictional brand featured in the series). First Flavor created a Mojito flavored strip using Peel ‘n Taste® technology, which was marketed as being made with Lucia Duque Rum. The ad spanned three pages and was featured in Rolling Stone magazine's September 20, 2007 issue.
Results
The ad became viral. The premier of Cane was viewed by approximately 11 million people, the most for a show occupying the 10e/9c time slot since Judging Amy in 1999. Almost a hundred websites and blogs carried news of this innovative promotion.
