As a road show, and to differentiate itself from other activations and promotions taking place in the same venues, a Gold Strike tune was developed that announced the entrance of the promoters. Awareness was driven by a dance routine after which engagement was accomplished by encouraging patrons to sample the product.
"To date, it has been well received by consumers at the venues and this sentiment has been echoed by venue owners. It is through the activation partnership with PenQuin International that the launch of this brand has been successful," says Candice Stuart, category manager, KWV Imported Brands.
