Harbrew wanted to generate interest for its newest beverage, Danny DeVito's Premium Limoncello, among the US beverage alcohol industry at the industry's largest trade show, the annual Wine and Spirits Wholesalers of America convention in Orlando.
The company was also looking to create consumer buzz for the product through national media reports.
IDEA: DeVito's longtime love for limoncello became gossip-page fodder in November 2006 when he made a drunken appearance on ABC's The View, saying that he "knew the last seven limoncellos were going to get to me." Big media coverage was then practically guaranteed for the rollout of his branded limoncello, which distributor Harbrew Imports says is a natural fit, given the actor's Italian-American heritage and enduring love of a drink that only in the past 10 years or so has become more widely available in the US.
TOOLS: Hired just three days before the planned press conference for the product introduction at the convention, G.S. Schwartz & Company arranged for event space, catering, and a film crew to record b-roll for the conference featuring DeVito, his wife Rhea Perlman, and Harbrew CEO Richard DeCicco. Invitations went to industry titles covering the conference and local Orlando TV and print media, with b-roll and press releases sent to national media.
MEASUREMENT: "We're choosing the clips and it's a big, time-consuming task, which is how you always want it to be with a campaign," says G.S. Schwartz MD Joan Cear. Media hits include industry publications along with ABC, CNN, E!, Fox News, and BBC News. In addition, UPI and AP stories ran on hundreds of entertainment sites and in regional newspapers.
Company: Harbrew Imports Ltd.
Campaign: Launch of Danny DeVito's Premium Limoncello
PR team: G.S. Schwartz & Company
Launch: April 30, 2007