The goal of this returning program is to establish relevance with College LDA (legal drinking age) drinkers—both introducing those to the brands who aren’t familiar AND engaging those who already know & love the brand to drive further brand loyalty. The ambassadors worked closely with regional sales managers to build relationships with bartenders/ staff at target bars to drive availability & visibility of our brands within account, collect feedback from BAs on potential brand partnerships, new products, POS in development, and additional opportunities they see within college space.
Hype worked with their client to develop, implement, and manage a Campus Brand Ambassador program to support Truly and Twisted Tea in top college bars and within Must-Win College Markets. The ultimate deliverable on this program was to build a brand ambassador program that achieves the goal of bringing awareness to and acquiring new drinkers, as well as gaining additional distribution within the targeted regions.
Support of 10-15 top Truly/Twisted Tea identified on premise accounts with repeated samplings, account support, and relationship building to help establish Truly and Twisted Tea as go-to brands for LDA drinkers. The College Ambassadors was expected to bring local knowledge to determine what day and time is best for each account.
Worked closely with the local regional manager to assist in close out distribution on Truly/Twisted Tea in target accounts.
Social media posts (one post/week or two stories/week).
Provide insights and weekly reporting down to the individual activity / account level related to flavors, POS, etc. relevant to the LDA College audience.