Agency: Media Star Promotions, Baltimore.
Effort: Finlandia Fashion Martini Tour.
Twist: Building on the popularity of martinis among young adults, Finlandia vodkas sent a five-person team, clad in elegant evening attire, on a national tour of upscale bars posing as "Finlandia Goodwill Ambassadors." The mission: to introduce drinkers to the "Finlandia Fashion Martini," through sampling. More than 38,700 samples were handed out last year in 33 cities; this week, Finlandia's martini ambassadors head to the Super Bowl to give thousands of spectators free samples.
Vital statistics: The marketing team traveled in a luxury 40-foot bus, stopping at martini bars where local promotions drove consumers to participate in sampling. The tour began in April 1997, resulting in significantly heightened brand awareness, Brown-Forman executives said.
Kate Fitzgerald edits Events & Promotions. Reach her by fax at (312) 649-5331 or e-mail address K8FITZ@aol.com.