The Challenge

During the busy holiday season, the goal was to break through the holiday clutter drive to in store purchase, and increase brand exposure and awareness during that key time.

 

The Execution

Throughout the month of December, the Maker’s Mark® Give Cozy, #GetCozy truck made stops in various cities across the country to offer people the opportunity to donate their lightly used or spare jackets to those in need. All donations went to One Warm Coat®, a non-profit organization helping provide those in need with a warm coat, free of charge. In the spirit of the season, the Maker’s Mark® Give Cozy, #GetCozy truck also offered delicious hot chocolate, Maker’s Mark® inspired gingerbread cookies as well as custom made Makers Mark ugly sweater bottle sweaters, encouraging those who stopped by to spread the gift of warmth and cheer during the busy holiday season. Those who participated were also given exclusive invites to evening sampling events which offered product showcase and tasting supporting local distributors, and bars along with driving trial and consequent sale.

The Strategy

Mobile tours are great, but often its hard to connect. The Bait Shoppe created a CSR campaign called GIVE COZY GET COZY which seamlessly tied the spirt of giving during the holidays to a great cause and to Makers Mark.

THE RESULTS

200,000

Consumers Engagements

59,147,143

Local Media Impressions

20,000

People in need received a cozy coat this winter.
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