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 - Skyy Spirits
Product - Skyy InfusionsTM, Passion Fruit
Problem
Skyy Spirits was faced with the challenge of ensuring that its Passion Fruit infused vodka, one of the five SKYY InfusionsTM Vodkas launched in the spring of 2008, would gain instant traction and not slip in sales due to the public's unfamiliarity with the passion fruit flavor. The other "all natural, true-to-fruit" flavors introduced were Citrus, Cherry, Raspberry and Grape, all well known by consumers. Skyy Spirits was in need of a marketing tool that would get the taste of their product across to multiple audiences, and the Peel ‘n Taste® marketing system aligned perfectly with their marketing objectives.
In hopes of successfully penetrating a flavored vodka market already saturated with numerous brands, SKYY concluded the best way to introduce its own brand's new line of fruit-infused flavors to prospective consumers would be through promotional exposure via bartenders.
In conjunction with its newest line of releases, SKYY also decided it was time to explore a new advertising and marketing platform: Taste Marketing. Eschewing the wordless ads featuring sexy, glamorous images and plenty of skin, the company focused on promoting their new vodkas' "all natural, true-to-fruit" flavor. In order to effectively implant this new image into the minds of consumer, SKYY needed a marketing tool that would enhance their existing advertising and make targeted consumers take notice.
Solution
SKYY contracted with First Flavor, to create a Skyy InfusionsTM Passion Fruit Vodka Peel ‘n Taste® strip to be used as a sampling vehicle. Skyy affixed the Peel ‘n Taste® pouch to both a direct mail piece and an informational "flapper", a sleekly engineered paper handout, created by Structural Graphics.
The direct mail piece contained a recipe for a Maracujá Mélange cocktail and was sent out to influential bartenders around the United States, thus creating awareness and knowledge of the product in hopes of creating word-of-mouth buzz via the professionals who mix drinks.
The informational "flappers" were used in an event marketing capacity and handed out to consumers in bars and liquor stores as a means of driving trial and creating awareness. These "flappers" included an image of the five SKYY InfusionsTM flavors on the front, a Passion Fruit Vodka Peel ‘n Taste® flavor strip in the middle, and recipes for five delectable SKYY Infusions cocktails on the back.
