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

The Challenge: Break into the all-important bar-and-restaurant market with the incredibly spicy, truly delicious, Southern classic, cult favorite Buffalo Rock Ginger Ale.

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.

The Credit: Agency: o2ideas; art directors: Jenny Burrows, Ellen Hutchings

There's actually a whole campaign