SITUATION

The Chilean Ministry of Foreign Affairs, and ProChile, a Chilean government agency charged with promoting the country’s leading exports, sought to create awareness
of Pisco, a distilled spirit, in the U.S.

STRATEGY

Create communications channel to consumer
by educating and inspiring mixologists

CONSUMER MOTIVATOR

Prestige and feeling of accomplishment of being in
the know.

CULTURAL LANDSCAPE

Rise of the Mixologist
as Influencer

BRAND
ATTRIBUTE

Little known versatile spirit

CAMPAIGN

To launch the Chilean Pisco category in 
the New York cocktail market, TTC created 
and
executed a campaign that included market research,
publicity, promotion, trade marketing and sales.

RESULTS

  • Sales: 77% growth rate of on-premise accounts within the identified geo-map by the end of the 24-month campaign.
     

  • The Pisco Action plan saw success through all phases of the programming, with final numbers doubling goals on nearly 90% of the metrics.
     

  • Named Marketing Campaign of the Year, by American Business Awards (<$5 Million).

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