Who doesn't love the small-dog challenger in the realm of packaged goods?
The task: create a brand for a new, smoked Bloody Mary mix, making it compelling to both retailers and consumers before they've even tasted it. The good news: this is a premium product with an exceptional flavor profile. Smokin' Mary banks on a look and feel that moderates its sexiness in a way that appeals to both men and women. Call it, "sassy forward." Even with a tight budget, Mary is already on shelves in select Whole Foods and Total Wine & More, is winning gold medals, and is expanding quickly. And the owner is a dynamo who's now branded form coast to coast as "The gal in the polka-dot dress."
Smokin Mary Smoked Bloody Mary Mix. Hey, nice tomatoes!
Mary has a style all her own. The owner of Smokin' Mary is not too shy to show up at food events in her signature polka-dot dress. So she also flaunts it on the website. Fresh, whole tomatoes are big and bold and so is she.
The label was the first time Mary sat on a tomato. There needed to be a graphic that would pop from the store shelves. The result was an image that has become iconic for the brand.
A smoking tomato goes into a bar. At least that's how the video tells it. Clean, graphic, and just a little ridiculous. Who doesn't love a bar joke told in a gravely voice? The videos got thousands of views on the first day.
That's right. We did it. We used the new tagline as the headline. The reason? It's a huge point of difference. Smokin' Mary's uses real, whole tomatoes--unlike the big brands, which use reconstituted juice. And who is this ad for? Retail buyers. Those tasked with finding new products to stock. Why stock Smokin' Mary? It's all about the tomatoes.
Facebook, Pintrest and Instagram are great ways to keep Mary's fans updated and excited. Fans learn about events, new retailers, new recipes, and Mary's travels. And every once in a while, they receive encouragement to purchase (always with a sassy-forward wink.)
There are a lot of trade shows for team Smokin' Mary. So what can you do to bring people to the booth and keep them there? The one-sheets are colorful, as is the "Girl in the polka-dot dress." And, there's a photo-op stand-up with a cutout for visitors to stick their faces through and take a picture. (And they really do.)