The Challenge:

XXX Ready to drink flavoured vodka (surrogate brand: XXX Energy Drink) was a new product which needed to create brand visibility to increase its demand in the market. The client had sponsored the Celebrity Cricket League (CCL) Season 4.

What did we do?

We created Brand visibility at every prominent touch point in the stadium where it would get covered by the camera, created an experience for the target audience at the stadium and facilitated brand ambassador interactions. Product
sampling was done at the after-parties.

How did we do it?

XXX branding on the cheer girls’ outfits, XXX branded stage for cheer girls, life size inflatable replica of the Can interacting with the audience; along with other collaterals such as umbrellas for cameramen and branding of the dugout, ensured the brand was covered by the cameras. The brand ambassador’s interactions with the audience was screened on TV.
A XXX lounge was created at the stadium for the special guests to sit and watch the match. XXX energy drink and RTD vodka was served at the after-party to the players and the guests.

The Result?

Informal dipstick studies showed brand recall of the audience after the matches on the TV. The taste of the product was also appreciated by the guests and players who tried it.


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