The Mon Chéri Cherry Club
Initial Situation
The Mon Chéri Cherry Club – the new umbrella brand for Mon Chéri Flavor – introduces a new flavour: Mon Chéri Cherry meets Vodka. Together with the already well-known mild and fruity flavour Mon Chéri Sweet Cherry, the Club is now complete.
Also, the Mon Chéri Cherry Nights shine in new splendour. The “Night of the Cherry” takes place in 15 bars in major German cities with a new concept – exclusive cocktails and tastings on site.
Goal
The goal of the campaign was to promote the new Mon Chéri flavour and especially to inspire and address a young target group via influencer cooperation in the course of the “Night of the Cherry”.
Implementation
The city of Cologne started with an exclusive kick-off event on November 8, 2019, in the Bar einundfünfzig. On this evening, six unique cocktail creations by professional bartender Stephans Hinz, finest samples of the new falvour and Mon Chéri Sweet Cherry as well as the popular classic Mon Chéri were offered.
Together with the wide-reaching popular media desired, GQ, Très Click, Jolie and Myself, a total of five weekend trips to Cologne with an exclusive VIP ticket to the Mon Chéri Cherry Night were raffled.
By the means of a high-quality influencer cooperation, the Cherry Nights are intended to inspire a young target group in particular. For this purpose, Carolin from cocos_wonderland reported about the event and the new variety on her Instagram account in advance.
The Results
The media cooperation generated a total of 15.9 million contacts and a media value of 51,705 EUR.
In addition to the cooperation with Carolin from cocos_wonderland, 17 other influencers from Cologne and the surrounding area reported live from the event on site on their accounts.