Ron Smuggling

Should be ForbiddenWith the aim of getting the product rotated in afternoon-night drinks, actions were taken to target a young public aged 18 to 30.

Objective

Get product rotation among target audiences in late-night locations in cup areas and offer the point of sale a share that increases sales of your venue.

The Idea

A stewardess dressed in police uniform encouraged customers to consume a glass of Ron Smuggling through gifts and materials that encouraged customer-brand interaction.

To continue with the police environment created, a so-called “cacheo corner” was installed where the police searched among the clients for bottles hidden in the way of Contrabando.

The clients followed normal processes; they were handcuffed, lit with flashlights as suspects, and even other clients who were on the spot were given the status of police to play the same role as the stewardesses themselves.

In addition to encouraging sales of the product, it was intended to generate traffic to the arranged premises and to gain visibility so that the public created a link with the brand. The action was complemented by active work on social networks to achieve virality.

RESULTS:

More than 2,000 parties held with an average sale of more than 70 glasses per night (day of 4h stewardesses).

Young audience aged 18 to 30 years.

National Spain