Introducing a new product in a country where consumerism is a national pasttime takes critical thinking, creative messaging and “something special” to capture attention. So, Revel Spirits called upon ModernImpact to provide all three ingredients.
As a CPG start-up Revel holds exclusive rights to timeless recipes for distilling Weber Blue Agave into Avila™ – a spirit in the same Agave-based family as its famous cousin Tequila. In other words, they weren’t just producing a new product; they were introducing a new product category. But that category has the potential to produce hundreds of millions in revenue.
ModernImpact worked closely with Revel and leveraged our technology to identify the perfect consumers for this unique product and create hyper-specific user personae for each subset. Then we instituted a three-pronged approach to: 1) Capitalize on celebrity talent and tie-ins to introduce and promote the brand; 2) Create strong on-premise brand activation, field marketing and ambassadorship to establish retail and consumer relationships. 3) Build off-premise retail sales and promotions through targeted distribution and sales strategies. Four years later, sales of Revel Spirits have increased dramatically and, like many successful growth companies, their primary challenge is increasing production to meet market demand.
We searched far and wide for a strategic partner to bring our new brand to market. After meeting with Madison Ave stalwarts and others purported to be the “most innovative agencies” today, we realized none of them understood our consumer, how to develop our brand, how to leverage complex technology and actually create sales demand like ModernImpact.