Effort: Rounders Party Nights.
Agency: FSM Marketing & Communications, Louisville, Ky.
Twist: The cordial brand seeks to expand beyond its core Midwest and East Coast audience by capitalizing on the obscure history of softball for an on-premise national promotion. Inviting patrons to participate in Rounders Party Nights at bars, the promotion highlights the days when softball was played more aggressively, with no mitts. "This softball season, bust their balls. Then call the Doctor" is the theme for an array of point-of-purchase materials. Contests at local bars offer Dr. McGillicuddy's T-shirts and hats; a publicity effort supports.
Vital statistics: The promotion backs Dr. McGillicuddy's flagship Mentholmint brand as well as its new Vanilla cordial, one of the fastest-growing new cordial brands in the U.S. The POP effort includes coasters, place mats and posters, and is geared to gathering consumers' names and addresses for a future direct mail campaign.
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