The Client: Buffalo Rock Company, a regional soft drink bottler
The Challenge: Inspire local bar and restaurant owners to stock Buffalo Rock Ginger Ale, by inspiring customers to ask for it by name.
The Solution: The Buffalo Rocktails campaign established spicy, golden Buffalo Rock as the new mixer of choice for classic cocktails. A brochure for bar managers extolled the benefits (and cult-favorite status) of Buffalo Rock. Four coasters encouraged bar customers to spice up their usual drink requests by trading their regular, pale ginger ale for Buffalo Rock — and, more importantly, asking their bartender for it by name. A series of bar posters and print ads reinforced the idea, and a hashtag encouraged consumers to share with their friends that they'd just turned a cocktail into a #BuffaloRocktail. (Results? 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
