» Client: Beam Global Spirits and Wines
» Job: Introduce DeKuyper Pucker Berry Fusion, a product from the Beam company, to gay consumers nationwide.
» Agency: WinMark Concepts Inc. in Washington, D.C.
Theme: “Just add a splash of Pucker Berry Fusion and Bump it Up.”
» The Concept: WinMark specializes in taking mainstream brands and marketing them to the gay community with revamped creative concepts.
The campaign for DeKuyper is an ongoing project for WinMark. In 2006, the agency launched a national campaign for the Pucker line. This campaign specifically markets the Berry Fusion flavor.
The print advertisements for Berry Fusion feature an “equation” that shows a martini glass plus Pucker equals the word “Fabulous.” Fabulous is printed in capital letters across a rainbow.
“Joining the familiar visual of the rainbow flag colors with the word ‘fabulous,’ which is an identity of gay culture, makes the creative [campaign] relevant to the target consumer,” said Andrew Isen, president and CEO of WinMark.
» The Plan: In addition to print ads in niche publications, the campaign rollout will include on-site events in 20 markets across the country starting in February. The agency will work with field teams to introduce the “Berry Fusiontini,” a Pucker-flavored martini. During the initial campaign, DeKuyper Pucker sponsored the opening of the hip Be-Bar in the District and will be returning to Washington with new events.
» Creative Team: Andrew Isen (president and CEO), Renee Cseresznye (associate creative director), Ryan Arrowood (promotions director), Lance Jenkinson (account executive), Alvin Lee (graphic designer)
» 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 The British Tourist Authority, Coors Brewing and Philip Morris.
»Working on next: A campaign for Kigan Sake
