CASE STUDIES

MIDORI : DRIPPING WITH EMERALDS TOUR

CHALLENGE

Midori aimed to reposition itself as an upscale and sophisticated cocktail mixer. They strived to be associated with the elite status that comes along with the celebrity lifestyle and culture. UCG collaborated with Midori to portray their brand as posh, glamorous, and exclusive.

SOLUTION

• Executed a 6 market, 26 event “Dripping with Emeralds” tour over the course of 5 weeks to encourage trial of Emerald Martini
• Created event space at upscale bars and lounges with a “green carpet” theme reminiscent of a Hollywood premiere
• Provided a $350,000 Emerald and Diamond necklace for participants to pose with for paparazzi
• Gave consumers the opportunity to forward their celebrity paparazzi photos to friends

RESULTS

• 67% of consumer photos were downloaded post-event with an average of 2.85 website hits per photo
• Over 2,000 total event participants