k101 was hired to coordinate and implement product placement targeted at a young, fashion-forward female demographic. The Coca-Cola Company saw an opportunity to capitalize on the popularity of the energy drink category after seeing the success of Red Bull. They opted to produce a more female-friendly drink with the retro appeal of Tab, a former best seller. We worked with Tab Energy’s strategic marketing group in New York and contacted a small list of business locations in Atlanta – from salons and spas to fashion boutiques – that catered to the young professional, female-heavy demo.
We arranged for them to carry the drink in-store as a value-add to their customers so that during the test period we could slowly integrate the Tab Energy brand into their visual vocabulary and encourage word of mouth advertising – a valuable tool within this demo. This integrated communication plan also assisted these businesses by creating cross-channel loyalty.
Based on the success of the strategic product placement marketing initiative, Tab Energy launched a full-scale marketing campaign as a result of the positive feedback in the local markets.