DeKuyper ® Pucker ™ Schnapps


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Challenges:

DeKuyper® PuckerTM Schnapps is a fun alcoholic beverage, which traditionally appealed to younger adults. Our challenge was to create programming that would be fun for adults 35+ while gaining awareness of the product and formally introduce the PuckerTM Appletini. The secondary challenge was to encourage current users to purchase more of the product either in-store or on-premise. Finally, drive quality public relations results for the product.

Opportunity:

The diverse uses for the product to add flavor to martinis and traditional favorites like gin and tonics, was key to successfully targeting the desired demographic. Utilize local not-for-profit organizations to create additional PR element.

Strategy:

Encourage people to engage in product trial and show consumers how to enjoy the product with their old favorite drinks, while introducing the Appletini.

Campaign:

  • DeKuyper® PuckerTM Longest Kiss Challenge 2000 - a unique event and comprehensive public relations program
  • First Place: $1,000, Second Place $500, Third Place $250
  • In-store promotions
  • A post-event national push for the PuckerTM Appletini in 20 markets, including; Las Vegas, Phoenix, Denver, Kansas City, Milwaukee, Chicago, Louisville, Cleveland, Cincinnati, Boston and New Orleans.
  • Local charity tie-in with proceeds of the cost to enter the contest going to the organization, along with a sizable donation from DeKupyer Pucker Schnapps
  • Radio promotions
  • Media tour with dating expert
  • Show consumers how to make a new drink with DeKuyper Pucker Schnapps by adding it to their favorite drinks for flavor.

Results:

  • Nearly 600 people participated in the actual contest while thousands attended the events
  • More than $50,000 in donations made to charities in each market
  • Over 50 local newspapers, 52 television stations and 60 radio stations covered the event
  • Appletini placements included: The New York Times, USA Today, Chicago Tribune, Bon Appetit, InStyle magazine and Chicago CBS affiliate WBBM-TV.

Recognitions:

Jennifer Fortney received special recognition from Jim Beam Brands for her successfull running of the promotion across the country and acting as company representative.