Overview

alPunto helps Jim Beam tell Hispanic consumers “Para Ti, Ahora Todo Es Posible”-giving them reason to drink not just on special occasions, but because they are the everyday unheralded hero.

Industry:Food/Beverages
Services:Print, Radio, OOH, Grassroots
Challenge:To advertise and grow sales with Hispanic consumers, after coming in late to a heavy dominated market. To distribute in Hispanic accounts (bars/clubs) as well as help push the distributors to do a harder sale of Jim Beam.
Solution:Creative complied a campaign that was uplifting and aimed at the everyday accomplishments of our target (versus competitors celebrating only major accomplishments) because “they matter” and that now for them (here in the US) “everything is possible” (Para Ti, Ahora Todo Es Posible). Leveraged Hispanic radio to aid in building awareness and to get us into Hispanic accounts. Utilized outdoor including 1-sheets to place Jim Beam branding close to the purchase moment, with negotiating over 40% of added value in terms of bonus spots, bonus outdoor and bonus events. We planned and executed over 150 on-premise and off-premise events using consumer engagement games, sampling, brand ambassadors, premiums and account staff gifts. We developed an entertaining on-premise looped DVD that was played on jumbo screens inside Hispanic clubs/bars. We developed special Mexican consumer targeted Jim Beam drinks (“Orale Beam”) and presented recipes at events. Worked with local Beam Spirits staff to connect with Southern Wine & Spirits and Glazer Distributor personnel to help open new accounts, visited them and opened negotiations for the distributor to come in and start selling; radio remotes, van its and Beam Hispanic events were scheduled for new accounts.
Results:The launch year sales of Jim Beam in McAllen, Texas increased by ++52% versus prior year (the year before there had been a decline in sales of -32%). Distributors in California saw a 300% increase in Hispanic account sales. Sales in Houston increased by +7% versus prior year (last year they had experienced a -15% decline). New accounts were opened and secured in all active markets.
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