marlo marketing. fully integrated marketing, public relations, and creative services agency based in Boston, Massachusetts and New York City

From influencer engagement for luxury hotels to website design for assisted living communities to public relations for iconic beer brands, we cover a lot of ground.

In industry lingo, we’re considered a full-service integrated consumer marketing agency.

In our lingo? We just get sh*t done.

Case Study: Bully Boy Old Fashioned – Brand Launch

Overview

After mastering the art of producing premium spirits, Bully Boy, Boston’s first craft distillery set its sights on creating a game-changing bottled version of one of the most classic cocktails in existence: The Old Fashioned. Stigmatized in the craft spirits world, the “ready-to-drink” category has been denigrated for years—an obstacle we knew would be difficult to combat. The campaign required a carefully orchestrated strategy to achieve the goal of driving sales of the limited-edition product while also continuing to grow Bully Boy Distillers’ reputation in elevating the entire bottled cocktail category.

Assignment

In 2012, Bully Boy Distillers came to marlo marketing to develop a launch plan designed to challenge the status quo and successfully shift perceptions of bottled cocktails among trade, consumers and media alike; to educate consumers; and to establish the brand as a regional and eventually national, pioneer in the category.

Strategy

  • Obliterate the stigma around bottled cocktails by focusing on the craftsmanship and premium ingredients featured in The Old Fashioned. Steer clear of typical category language, such as “ready-to-drink,” and effectively establish a new tier of pre-made cocktails in a bottle.
  • Target the most critical spirits’ influencers first for buy-in and third-party credibility; disseminating their endorsement to the masses to debunk the theory that all bottled cocktails are created equal.
  • Leverage the hometown strength of Bully Boy’s brand with a memorable launch event for local Boston fans, driving buzz through sampling and building up an early fan base.

Results

CaseStudyIcons Placements 01

50+ REGIONAL AND NATIONAL STORIES IN SIX MONTHS

CaseStudyIcons Impressions 06

65M+ IMPRESSIONS SINCE LAUNCH

CaseStudyIcons Revenue 14

5K CASES SOLD SINCE LAUNCH

CaseStudyIcons Award 04

BULLY BOY’S FOURTH BEST-SELLING SPIRIT OVERALL