Who doesn't love a little-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 prospects and retailers before they've even tasted it. The good news: this is a premium product with an excellent 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 across northern California, winning gold medals and expanding quickly. And the owner is now branded at 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 we've flaunted it on the site. Fresh, whole tomatoes are big and bold and so is she. We celebrate it all.
The bottle 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 our big point of difference. Smokin' Mary's uses real, whole tomatoes, unlike most mixes which use watered down juice. And who is this ad for? Buyers. Thoses tasked with finding new products to stock. Why stock Smokin' Mary's? 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 you booth and ckeep them there? The one sheets are coler full (as is the "Girl in the polka-dot dress." We also created an interactive banner for people to put their heads through and take a pictue. And they do.