Marketing & Media professional

What’s a pisco?  That was the challenge.  

This was an effort, not only to launch the PORTON brand, but to educate U.S. customers about pisco, a little known, poorly defined Peruvian white spirit. The core insight - consumers are bored with “the same old cocktails” – they want to discover new ones.

The task became to create media opportunities that allowed our target to discover the brand, not to have it pushed on them,  as they searched for the next great cocktail. Efforts supported distribution through a multi-channel presence and events.  All communications drove people to Facebook to capture users and provide a direct channel for  in-market VIP event information, viral videos and cocktail recipes.

At the same time educational efforts for Bartenders and the Retail Trade to illustrate product usage to promote usage.

The result  - engagement responses for the brand surpassed liquor norms by +30x averages. Within weeks, Pisco Portón became #1 most “liked” Peruvian pisco, on Facebook. The brand exceeded sales goals in key markets. 

Media Touchpoints

Multi-channel effort included:

• Online video, online audio and traditional banner placements in social, foodie, music, video, local event and dating sites.
  
• OOH was placed in key “nightlife” centers in launch cities.
  
• Select “action” oriented alternative weeklies that still had the ability to drive people on-premise 
  
• Core trade publications were used to reach bartenders and distributors
  

To generate further notice in the “cocktail” community negotiated the opening event at “Tales of the Cocktail” annual event

David Fontana