Overview
In February 2014, Narragansett was set to release its new Del’s Lemon Shandy, a collaboration with fellow iconic Rhode Island brand, Del’s Frozen Lemonade. Unsure of what the reception would be and looking to further cement its position in the craft beer market, the brand sought to ensure a frenzy of early buzz and demand to drive sales and expand its retail footprint.
Assignment
Narragansett asked marlo marketing to develop an earned media strategy to generate and sustain consumer awareness for the launch of its newest “Hi-Neighbor” mash up, Del’s Lemon Shandy, throughout summer 2014.
Strategy
- Position Narragansett’s Del’s Lemon Shandy as the must-drink shandy of summer 2014 by creating buzz and intrigue around a massive local and national release campaign.
- Secure high-value media coverage ahead of the product release with top national and regional media through a tailored product sampling program to get Del’s Shandy in the hands of press and influencers.
- Reinforce the Rhode Island heritage of Narragansett and Del’s Frozen Lemonade to leverage hometown fervor and spark ambassadorship among the Ocean State faithful, radiating beyond the region.
Results
170M EARNED MEDIA IMPRESSIONS & 115 MEDIA HITS OVER 3 MONTHS
ACCOUNTED FOR 15% OF OVERALL GANSETT SALES IN 2014; MAJOR CATALYST FOR 24% SALES INCREASE OVER 2013
SOLIDIFIED GANSETT’S PLACE AS A TOP FIVE FASTEST-GROWING NEW ENGLAND BREWERY FOR THE SIXTH YEAR IN A ROW
FOUR ADDITIONAL PRODUCTION RUNS NEEDED TO KEEP DEL’S IN STOCK
