I’VE GOT SPIRIT...INDUSTRY EXPERIENCE
EXPERIENTIAL MARKETING
The easiest way to sell is to let people see it, touch it, feel it and taste it. Be one with the people. Let me help you go offline for a bit and do the IRL thing.
Brands I’ve Worked with
SPIRITS
Captain Morgan
Pendleton Whiskey
Pantalones
Betty Booze
Absolut
Jameson
The Botanist Gin
Bruichladdich
Weat Peak
Club Kokomo
Brother’s Bond
Stolen Whiskey
Cognac Park
Kraken Rum
CPG
ONE Brand
Bob’s Red Mill
Wheaties
Munk Pack
Sparkling Ice
Tillamook
Gatorade
Herdez
BIG NAMES
Nike
ABC Network
Visa
Amazon
Neutrogena
McDonald’s
Firestone Tires
Alaska Airlines
HTC VIVE
BioFreeze
Stubhub
Canon
Ampyra
Adidas
Microsoft
AUTO
Porsche
Audi
Fiat
Chrysler
Volkswagen
Chevy
Toyota
Mazda
Jeep
Ford
SERVICES
POP UPS
REGIONAL & NATIONAL MARKETING TOURS
SAMPLING
LOGISTICS & LICENSING
IN-STORE DEMOS
STAFFING & FIELD TEAM MANAGEMENT
CONSUMER DATA CAPTURE
EVENT ACTIVATIONS
EVENT SPONSORSHIPS
EVENT & CAMPAIGN CREATION
CASE STUDY
ABSOLUT GOES DARK
Though Absolut is a giant in the industry, it was facing challenges, as spirit drinkers in the U.S. turned increasingly from vodka to whiskey (and, in particular, to bourbon). From 2010 to 2014, the brand saw U.S. sales (based on distributor tallies) dive 10.7% to roughly 4.1 million nine-liter cases.
In that same period of time, the bourbon category had grown approximately 17 percent and the rye subcategory climbed by a staggering 536 percent (88,000 cases in 2009 to 561,000 cases in 2014).
Cue, Oak by Absolut.
We launched in 6 key markets, partnering with the local distribution teams to sell in Oak by Absolut. We then partnered with those bars to create custom drinks, menus, signage and events to stir excitement and awareness.
CLIENT:PERNOD RICARD-ABSOLUT
WHAT I DID:
Branding, Planning & Strategy, Asset Development, Budget Management, partnerships, campaign Creation, Staffing, event Activation
CASE STUDY
PANTS OFF, PARTY ON
No. The world doesn’t need another celebrity Tequila. But goodness gracious the Tequila industry sure could use a shot of fun. And that’s exactly what Pantalones is: Really good, really clean fun. Pantalones Tequila is smooth, flavorful, and great for sipping, shooting or mixing up in your favorite Fancy Pants cocktail.
I scheduled and staffed over 150 in-store demos in Q1 of 2024 throughout California, Arizona, Nevada, Colorado and New Mexico.
Pantalones sales increased by 26% and resulted in an average ROI of $15,000 per weekend, totaling a profit of over $180,000 in Q1.
CLIENT: PANTALONES TEQUILA
WHAT I DID: Licensing, Asset Coordination, Nationwide
Staffing, demo scheduling, In-Store Demos,
Data Collection
RECAP SALES METRICS
CASE STUDY
REAL & NATURAL COCKTAIL
IN A CAN
How do you break through a crowded market that already has a recognized favorite, while trying to create brand recognition and promote a healthier alternative to the norm?
After spending years working the natural CPG industry, the founders of West Peak noticed there weren't many products on the market that had natural ingredients or used real juice. This sparked them to create West Peak, a better-for-you alcohol brand, in a can.
CLIENT:WEST PEAK SPARKLING SPIRITS
WHAT I DID: Activation strategy, planning and scheduling, Asset Coordination, regional Staffing, In-Store Demos, Data Collection, events & sponsorships, Asset creation
Q1 2024 ytd ACTUALS & GOALS- EVENTS
Q1 2024 ytd ACTUALS & GOALS- EVENTS
CASE STUDY
THE WORLD’S BIGGEST ICE CREAM CONE
Muddy Bites, a bite size snack cone, wanted to go big to celebrate launching in 3000 Walmart locations, nationwide.
We created a captivating activation in Denver, partnering with vlogger Matthew Beem, who constructed an11-foot-tall ice cream cone filled with vanilla ice cream, which scooped up the world record for ‘World’s Largest Ice Cream Cone’. This activation was part of a comprehensive campaign that included social media engagement, influencer partnerships, and extensive sampling through Walmart's services. The success of the launch event paved the way for further in-store displays, solidifying Muddy Bites' position as a sought-after treat for chocolate lovers.
CLIENT:MUDDY BITES
WHAT I DID: Branding, Copywriting, Event Staffing, PRESS COVERAGE, INFLUENCER PARTNERSHIPS,
Event Activation, Asset DevelopmenT, Budget Management, Campaign Creation, Walmart Partnership, World Record Logistics
CASE STUDY
HERDEZ
With a custom branded delivery truck, we embarked on a 9-week mission to bring HERDEZ’S traditional Mexican salsa directly to communities, in hopes of lifting their spirits and spicing up their day. The campaign encouraged at home cooking and recipe integration by highlighting the versatile flavors and many uses of HERDEZ salsa. Products were handed out alongside different recipe cards and additional ingredients to create the perfect at home family meal. Through strategic outreach, neighborhood deliveries, and tapping into local businesses, Havas Street maximized impact and reach, while maintaining efficient routing and execution
CLIENT: HERDEZ
WHAT I DID: Activation strategy, planning and scheduling, Asset Coordination, Staffing, SPONSORSHIPS, Data Collection, Asset creation, LOGISTICS, BUDGET
9 Weeks
2M Influencer Impressions
50K+ Samples
CASE STUDY
FIRST THURSDAYS WITH AUDI BEAVERTON
It was a summer of luxurious launch parties for Beaverton Audi, showcasing various new vehicles. Every First Thursday, July through September, we activated a posh event that boasted catered small bites, a DJ, and Product Specialists on site to give in depth information to attendees. We registered guests on iPads upon entry to collect leads for Audi's email marketing campaign, and awarded a drink token to attendees who "liked" @AudiBeaverton on Instagram.
CLIENT:AUDI BEAVERTON
WHAT I DID: Activation strategy, planning and LOGISTICS, LEAD GEN STRATEGY & DATA COLLECTION, Staffing, catering & DJ, Data Collection, Asset creation
CASE STUDY
ONE BRANDS, MANY ACTIVATIONS
How do you break through a crowded market that already has a recognized favorite, while trying to create brand recognition and promote a healthier alternative to the norm?
After spending years working the natural CPG industry, the founders of West Peak noticed there weren't many products on the market that had natural ingredients or used real juice. This sparked them to create West Peak, a better-for-you alcohol brand, in a can.
CLIENT:ONE BRANDS (HERSHEY)
WHAT I DID: Activation strategy, planning and scheduling, Asset Coordination, regional Staffing, In-Store Demos, Data Collection, events & sponsorships, Asset creation
CASE STUDY
Catching air on the
ground with alaska
The 20’x20’ Alaska Airlines booth was created to reflect Alaska’s new branding campaign, complete with the updated Eskimo and its vibrant color palette.
Consumers were able to experience innovative perks, such as free power, where they can plug into actual First Class and coach seats, sample Alaska’s signature fruit & cheese platters and sip on Exploration wine served from our snack bar.
A custom Alaska app was created to gain understanding about consumer’s travel habits, offer the opportunity to sign up for Alaska’s newsletter, obtain sweepstakes entries and highlight Alaska’s destinations.
CLIENT:ALASKA AIRLINES
WHAT I DID: Activation strategy, planning and scheduling, Asset Coordination, regional Staffing, In-Store Demos, Data Collection, events & sponsorships, Asset creation