Objective of Event: Drive consumer consideration

Reinforcing its teen-friendly image among marketing-savvy consumers is the main goal for Wrigley’s Winterfresh breath-freshening gum, and the SnoCore Tour has been delivering. The property, an annual traveling winter lifestyle-and-music event, hit 39 markets across North America in 2005. Music acts including Chevelle, Helmet, and Crossfade rocked the event’s performance stage, while brand reps dished […]

Perrier was in need of a serious brand makeover. Sales had been declining for years and the name just wasn’t on the radar for 20- to 30-year-old consumers. And so the IER campaign was born. Perrier played on the “IER” at the end of its name, turning a sexy night into sexIER, a funny joke […]

Capitalizing on the thirst for tangy, Miller Chill— inspired by the Mexican Chelada—was born. Miller knew this baby was a winner, but it needed to make certain its consumers knew it too. It played up its Latin flavor and came up with the Spanglish-infused campaign Viva Refreshment that spread the word via TV, radio and print […]

In order to inspire Hispanic women ages 18 to 49 to use Unilever’s many convenience food products in preparing everyday meals, the company created El Desafío del Sabor (The Flavor Challenge). During the yearlong, multi-brand activation hundreds of consumers showed their cooking prowess at auditions held in supermarkets and at festivals in the hopes of […]

Speaking to the heart of its Mexican-American market, Cerveza Tecate tapped into the group’s love of soccer by creating the Tecate Soccer Program. The highlight was the Copa Tecate, which featured 2,800 amateur soccer leagues with 50,000 participants from 24 cities nationwide, competing for the championship title. Leading up to the semi-finals, Tecate held other events, […]