Disaronno Winter Nights

Challenge

Disaronno wanted to build awareness of their new winter cocktail menu amongst both consumer and trade audiences. They wanted to do something that was unique and stood out in a very cluttered market. It was important to them that we reached key cocktails enthusiasts.

Strategy

We created The Disaronno Night Series which was a multi pronged campaign designed to educate trade and excite consumers. The event series ran over winter in four locations across Sydney and Melbourne. HUSH took the lead in securing partnerships with Sydney hotspots Spice Trader and Matteo and The Cloakroom and Curious Bar within The W in Melbourne. We worked with each venue to create a bespoke four week experience.

Over the course of a month each Thursday these venues ran Disaronno Winter nights for guests showcasing the brands new winter menu alongside a live music performance. The venues supported us with marketing across their socials, EDM’s and display spaces and we uplifted the campaign with media and influencer support. Due to the intimate nature of these events we hosted top media and influencers across the four week period. To kick start the program the Disaronno brand ambassador trained their staff on the new menu giving the staff a little edge in delivering the experience.

Results

● Permanent Disaronno cocktail listings: All 3 venues
● Trial of over 500 of Disaronno’s new cocktails
● Total Social reach: 3M plus
● Total PR reach: 6M
● Total venue marketing reach: 120K