CHALLENGE
The American Licorice Company approached The Regan Group to create and execute a mobile marketing and sampling tour all throughout the Pacific Northwest to generate excitement for the launch of their new Made Simple brand—an all natural alternative to their Red Vines licorice.
SOLUTION
- TRG hired, trained, and managed a team of Brand Ambassadors to hit strategically selected high-foot-traffic areas in 5 major markets: Seattle, Portland, Vancouver, Eugene, and Spokane
- TRG generated a 10×10 booth space with wooden crates, checkered tablecloths, and fresh fruit and flowers to mirror the look and feel of a farmers market in order to convey the natural elements of the product
- TRG’s well-versed Brand Ambassadors were interviewed on the Lars Larson Portland-based radio show to generate excitement for the tour events
- TRG’s Tour Manager documented the tour by providing photographs of each event and by posting on Red Vines’ Instagram story.
- Consumers were able to score Red Vines branded swag including lip balms, T-shirts, hats, and water bottles!