» Client: DeKuyper Pucker
» Job: Revamp DeKuyper’s mainstream advertising and marketing campaign to target gay male consumers.
» Agency: WinMark Concepts Inc. in Washington, D.C.
» Theme: Just add a splash of DeKuyper Pucker to your favorite cocktail and … Bump It Up.
» The concept: WinMark’s specialty is taking “existing creative and tweaking it so it resonates with a gay audience,” said Andrew Isen, the agency’s president and CEO. With DeKuyper, WinMark used the existing tagline and added gay-themed imagery to print ads.
» The plan: Take the campaign to the streets. The agency worked with field teams in 15 major cities to establish a local presence with advertising in niche publications and on-site signature events in area bars. For example, DeKuyper sponsored a “Bump the Vote” promotion in four Dupont Circle-area bars in March where patrons voted for their favorite DeKuyper mixed drink. The yearlong campaign launched in February. The newest flavor, Strawberry Passion Pucker, debuts this month.
» Creative team: Andrew Isen (president and CEO), Ryan Arrowood (projects and planning manager),Renee Cseresznye (associate creative director), Patrick Paris (planning director).
» Ages: 30-47
» Background: WinMark, founded 16 years ago, is one of the oldest agencies in the country focused on the gay niche market. Isen, who founded the agency, and his team have worked with such high-profile clients as Jim Beam Brands Co., AOL, The British Tourist Authority and United Airlines.
» Working on next: An imported vodka from India.
