...but the young and restless are quite unpredictable. They hop on one trend after another, yet to become one of those trends is anything but easy. How do you create a connection between a drink and something they enjoy? Or even better: between a drink and something they have just discovered, fallen in love with and keep telling everyone about? We had many ideas but there was one in particular that stuck out right from the start. And as it turns out, it wasn't without reason. Dynamic, original, filled with adrenaline, urban and approachable yet also with plenty of space to improve and even get acrobatic. Parkour. Was it possible that nobody had snapped up this incredibly trendy and fast-spreading sporty lifestyle yet? We had to make the most of it! We decided to organize a series of parkour competitions that would carry the name Blend 42 Vodka. But rather than just plain old competitions, we wanted the competitions to be a part of big events that had a great vibe and that were open to fans and anyone else who was interested. We got the press, television, and radio involved and turned the events into a happening that people were excited about and that weren’t all too easy to gain access to. And of course, with the future in mind, we took as many cool photos and video clips of the competitions and events as possible. These were then used to flood social media going viral and getting under the skin of parkour fans. And it worked. It’s quite possible that Blend 42 Vodka will be added to the dictionary as a synonym for parkour.
NOESIS & BLEND42VODKA
Noesis and Blend42Vodka
We take part in the development of brand values as well as in increasing the market share of the brand. We are in charge of communication and creative strategy, the development and implementation of ATL and BTL creativity, POS and interactive communication. Creative management of social networks and the creation and holding of events, the strategy and planning of a digital campaign and complete content management are also substantial parts of our work.
The Unofficial Czech Republic Parkour Championship. A series of races and follow-up events with a controlled tasting of cocktails made with B42V and the media reporting on the events brought the greatest increase in spontaneous awareness for the last ten years. We managed to connect the parkour activity with B42V at 62.4%; the position of the second best-selling vodka was consolidated and an increase in sales registered a steadily rising curve.
On-line brand communication. We spread videos and photographs virally among the target group through Facebook, Instagram, Youtube as well as through display and PPC advertising, which also involved the creation of a new visual style for the brand. There was a two-fold increase in the number of B42V fan pages, and viral dissemination covered the target group and went far beyond it.