The closed "A Taste of Southern Spice" brochure lying on top of a spread from the brochure

The Client: Buffalo Rock Company, a regional soft drink bottler

The Challenge: Their signature Buffalo Rock Ginger Ale—an incredibly spicy and truly delicious golden ginger ale—had a cult following, but it had yet to penetrate the all-important bar-and-restaurant market.

The Solution: "A Taste of Southern Spice" was delivered as part of a sales kit to local bar and restaurant owners during Birmingham Restaurant Week. The text hit on all of the attractive points: its long local history; its spicy and seemingly healthful appeal to target drinkers; its nationwide following; and, most importantly, its value and great versatility. Following the launch of the Buffalo Rocktails campaign, Buffalo Rock managed to turn three bars in a single week—a big deal in the bottling world.

There's actually a whole campaign



Print2015 Birmingham ADDYsBuffalo Rocktails campaignWorkamajig Comics campaign80 Years in His Own Words micrositePinnacle Data Systems websiteUAB Honors College websiteWorkamajig blog@BhamPepsiSign Twitter"A Taste of Southern Spice" leave-behind"How to Fail at Customer Service" videosDaxko Engage videosMTV News "Voices of the Campaign" featureUAB Magazine "The Hits Just Keep on Coming" featureUAB Magazine "Designed to Sell" featureUAB Medicine "Living Legacies" story