Fulfilling Vanille Royale's "Pink Promise"
[Brand Building | Experiential Events | Food & Beverage | Marketing to Women | 2007]
Cocktails for the cure
An integrated program
Builds brand among chicks
Bacardi Innovations tapped M&F to promote Vanille Royale cream liqueur to women ages 25-45 in test markets in the Mid-West.
The agency created an integrated campaign around Breast Cancer Awareness Month (October 2007) with partner Bright Pink, an
up-and-coming support network for women at high risk for breast cancer. Women sampled Vanille Royale cocktails and indulged in
French manicures and pedicures at top Chicago salon, Joseph Michaels, where for every treatment, Vanille Royale contributed
$10 to Bright Pink, while another $0.25 was donated for every visitor to the brand's special Web site. Bright Pink founder
Lindsay Avner acted as spokesperson for the campaign and co-hosted a kick-off event in Chicago that drew nearly 200 influencers.
The salon sampling program reached 3,000 women, while media coverage included the Chicago Sun-Times, Pioneer Press,
ChicagoScene.com, Minnesota Monthly and top radio stations in Chicago, Minneapolis and Kansas City.
