Powell & Mahoney

Making a Splash with Cocktail Mixers


Strategy / Tactics

  • Align brand with exceptional cocktail recipes created by master mixologist Tad Carducci and at-home entertaining suggestions that showcase the mixers’ ease of use, all-natural and handcrafted qualities
  • Place the product in the hands of influential bloggers and editors who can speak to the mixers’ premium quality and delicious taste
  • Developed monthly releases incorporating cocktail recipes featuring P&M mixers and pitched to long-lead, short-lead, broadcast and online media
  • Coordinated product deliveries to facilitate editor, blogger and on-air personality trials and taste tests

Results

  • Generated more than 214 million media impressions in 8 months
  • Featured in People Magazine’s Father’s Day Gift Guide
  • P&M Margarita and Bloody Mary mixers Won Real Simple’s Road Test and was featured in the August 2015 issue
  • Secured 19 local and 1 national TV segments
  • Doubled Powell & Mahoney business and increased number of doors for Target stores to more than 800 nationwide
  • SPINS ranked Powell & Mahoney #2 in natural foods, elbowing big companies as the youngest company on the list
Powell & Mahoney

Making a Splash with Cocktail Mixers

  • Category: Fashion, Lifestyle, Beauty, Food & Beverage
  • Ojectives: Position Powell & Mahoney Vintage Original Cocktail Mixers as THE premium brand within the Cocktail Mixer category and reinvigorate and modernize the category for the 21st century
  • Educate consumers about P&M and how delicious and easy it is to use for at-home cocktails and entertaining

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