Talk about an early adopter: last weekend in a Binny’s I saw two different beverage promoters, Absolut and St. Germaine toting their products to thirsty customers. The schism between the two and their target audiences was night and day: Absolut had an easily recognizable brand with a young crowd whereas St. Germaine was forgettable with an older crowd.
Absolut clearly had a cohesive and branded message: two young, attractive women dressed alike in black Absolut threads with modern give-aways. The freebies were suited to a young or at least a mobile audience. The physical give-away was a cell phone screen cleaner in the shape of the new Absolut Wild Tea Vodka with an adhesive so it could stick to the back of your phone.
To further the experience, one of the ladies whipped out an iPad to show us their digital give-away; a free app called “Drinkspiration”. Everybody loves free stuff. It used to be that a free t-shirt was enough to ply one’s customer base but the app is the new reusable, mobile, multi-function freebie.