PRODUCT: Coasters
CUSTOMER: Car Manufacturer
OBJECTIVE:

Self Promotion

OVERVIEW:

A major automotive manufacturer sells napkins and coasters to dealers in a cooperative exchange. They items, highlighted by the custom imprint of new car models and complete with the dealer’s name, address and phone number, are used in the showrooms when beverages and snacks are served to potential buyers.

DISTRIBUTION:

Used in dealer showrooms

OUTCOME:

The dealers’ contact information is easily accessible to customers and the relationships between the manufacturer and the dealers are improved as well, as the dealers continue to request these products from the manufacturer when they run out of supplies for their showrooms.

PRODUCT: Coasters
CUSTOMER: Bourbon Producer
OBJECTIVE:

Promote their signature liquor

OVERVIEW:

A bourbon producer wanted to raise awareness of its company.  It had long emphasized its trademark wax-sealed bottle to help it stand out in advertisements and among other liquors, so it incorporated this feature into a red plastic coaster that was imprinted with the company name and featured in an Esquire ad for the company.  The ad showed the company’s bottle with drink recipes and copy reading, “If you’re looking for a new way to serve your favorite bourbon.”  Then a full-page spread revealed two attached coasters with the message, “We’ve got a couple of suggestions.”

DISTRIBUTION:

Featured in a magazine.

OUTCOME:

The company received 75-100 responses to the advertisement within the first week after it appeared.  It plans on repeating the ad in other publications because it was one of its most successful campaigns ever run.





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