Killian’s® Irish Red™

How do you reinforce your brand’s heritage, drive retail sales, increase purchase intent and do it nationally at the local level?  Through Active Marketing Group’s unparallel access to millions of consumers at the local level.  

The Killian’s® Irish Red™ brand partnered with Active to promote its Irish heritage in a festive manner at the grassroots level and, in doing so, responsibly increase product trial and awareness among 21- to 29-year-old males.  

ActiveInsight
Active recognized that the brand’s requirements for fun, memorable and controlled sampling could best be met through the popular and long-established history of St. Patrick's Day running events. Through our relationship with hundreds of St. Patrick’s Day event directors across the country, Active designed and executed promotional events in key brand-designated markets.  

Sampling alcoholic beverages poses a unique set of challenges, most notably the universal requirement of age verification.  In markets where after-race sampling was prohibitive Active drove participants to key local pubs through  a “Bibs for Beer” promotion; runners redeemed their race bibs at designated local bars for Killian’s pint specials.  This was an effective way of sampling product without diffusing the festive atmosphere of the events.

Results:
This program generated over 10 million measurable impressions around the St. Patrick’s Day Race Series integrated marketing program. It directly touched tens of thousands of consumers and generated trial of Killian’s Irish Red among high-usage consumers.  

Most importantly, purchase intent increased by an average of 29%
among consumers sampled.  

For more information about how Active Marketing Group can help you, Contact Us.

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