Eulogy!

• Consumers
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• Everyone

Tuaca

Discover Tuaca

Objective

Tuaca, an Italian brandy-based spirit is a specialist, emerging product. Brown-Forman bought Tuaca from the Italian manufacturers in 2002. Prior to appointing Eulogy! coverage had been limited to Brighton press and trade press, with no previous mentions in nationals, regional press outside Brighton or consumer magazines.

• To raise awareness amongst the core target audiences of the Tuaca brand in the key cities of Brighton, Bristol, Leeds, Nottingham, Manchester, Edinburgh, Glasgow, Belfast and London
• To execute brand cut-through in an incredibly crowded and aggressive marketplace
• To achieve coverage in a national newspaper weekend food and drink supplement
• To achieve coverage in a London freesheet targeting Tuaca's key audience
• To educate consumers about  the:
  • brand name and how to pronounce it
  • versatility and great taste of the drink
• Increase consumer recognition of the bottle and logo

Description

Eulogy! tapped into the concept that the ideal Tuaca consumer wants to make an individual choice, moving away from the obvious and trying something different, and persuading their friends to do the same. As a result, the strategy for the campaign revolved around tempting consumers to try the unknown, offering them an alternative to the 'safe' drink options available.

• Cocktail tastings with key press including Handbag.com, More and Esquire, demonstrating first hand the versatility and creativity of the drink.
• Press releases/media sell-in to launch the drink in all regions, timed around key seasons and occasions, e.g. Christmas and Halloween. Each launch underlined how Tuaca could be the 'alternative' drink of choice for each occasion.
• Targeted all press sectors including national, men's, women's, regional, online and specialist, to ensure that all target audiences were reached, not just focusing on the obvious, i.e. girls and cocktails.
• Supported, sponsored and organised events such as Portobello Panto, Bloom Festival, regional 'Discover Tuaca' events, and the opening and closing galas of the Raindance Film Festival, reaching a huge range of potential consumers and bringing Tuaca to a broad audience across target cities.

Results

• 23 pieces of coverage achieved in national and regional press in all core key cities over a six-month period
• Tuaca appeared as the only drinks brand in The Independent Weekend 'top brand' supplement
• Tuaca featured in the 'drink tonight' column in London Lite, mentioned by brand name, a rare achievement
• The Raindance Film Festival attracted 720 guests for opening night and 480 guests for closing (on a Sunday) – including a full VIP Tuaca bar on both nights
• Nigella Lawson mentioned Tuaca in her book and TV programme; the client linked this directly to Eulogy!'s PR campaign
• ROI: 5:1
• Distribution of Tuaca has risen by 143% from 2007 to 2008, from 835 outlets to 2,030