As innovative wine negociants, Latitude Beverage Company sources excess wine from top vineyards around the world to sell under a new label at friendlier prices. After revolutionizing the bottled wine world, Latitude saw an opportunity to jumpstart the growing canned wine category with Lila, the first ever premium canned Provence Rosé, Marlborough Sauvignon Blanc and Italian Pinot Grigio.
Latitude Beverage Company sought out marlo marketing to launch Lila as “the” go-to premium canned drink for millennials seeking flavor, style and convenience for Summer 2016. Collaborators from the very beginning, marlo marketing led the product launch strategy from advising on the can design to media relations, sampling opportunities and influencer seeding.
- Generate buzz and pique curiosity about Lila with a mysterious pre-launch teaser campaign comprised of anonymous postcards sent from the wine varietal countries of origin to top-tier media.
- Ensure trial and tasting of Lila by paying off the postcard campaign with a special delivery featuring the three new wines and branded summertime swag in a clever “beach cooler”-styled delivery mailer.
- Maximize earned coverage with two full days of deskside media appointments in NYC with Latitude Beverage Company founder Kevin Mehra, timed to result in coverage right at launch.
- Dominate summer coverage by blanketing outreach across consumer lifestyle, entertainment, outdoor, entertaining, women’s interest and trade outlets among others.