Client: Heaven Hill Distilleries (Bardstown, KY)
PR agencies: CommandPR, Mirrorball (New York and Los Angeles)
Campaign:Hpnotiq Harmonie launch
Duration: July 2011
Over the past two decades, Heaven Hill Distilleries, which opened in 1934, has sought to move beyond its focus on American whiskeys and broaden its product line.
Heaven Hill acquired Hpnotiq Liqueur in 2003 and has come to recognize young, social-savvy women as that brand's biggest audience. As such, Heaven Hill teamed up with CommandPR to roll out Hpnotiq Harmonie incorporating a "Girls' Night Out" campaign.
CommandPR worked with Mirrorball, Hpnotiq's AOR, on an online teaser campaign on Hpnotiq's Facebook page and website. Interactive questions such as "What do you think the new Hpnotiq will taste like?" were posed to consumers.
"We were trying to get them to guess what it would be," ex-plains Heaven Hill marketing director Kate Latts. Key influencers such as DJs, celebrities, and mixologists were able to sample Harmonie before release to build buzz.
"Harmonie spoke to what our audience was looking for," she adds. "It's fun, flirty, and what young women look for when exploring distilled spirits."
Harmonie officially launched May 23. The effort culminated July 12 with a "Girls' Night Out"-themed party, hosted by Khloe Kardashian and held on the roof of the Dream Hotel in Manhattan.
The party was covered by E! News, Life & Style, People, The Wall Street Journal, and other outlets totaling more than 104 million media impressions. The anticipated sales increase was surpassed three times over.
Heaven Hill has plans to "continue generating buzz by doing celebrity outreach and influencer events," says Latts.