When Bacardi Imports added O'Darby Light Irish Cream to its portfolio of luxury brands, the liqueur ran a distant second to the market leader, Baileys Irish Cream.  JGA was asked to design a high-impact marketing PR program to boost awareness.

Challenge

• Obtain TV coverage for the brand even though distilled spirits cannot be advertised on television

Strategy

• Position the lower-calorie liqueur as a great choice for consumers interested in health and wellness
• Select a media-savvy spokesperson who would personify the target customer

Execution

• Appointed licensed nutritionist, fitness trainer and yoga instructor Donna Davidge as spokesperson for the brand
• Media-trained Donna to deliver key copy points about O'Darby, emphasizing the importance of minimizing caloric intake, even when relaxing with a drink
• Arranged for Donna to demonstrate fat-burning exercises that can be followed, without guilt, by a shot of O'Darby Light

Results

• Donna Davidge toured five cities and gave a minimum of four media interviews (one radio, one television, one newspaper and one magazine) in each market
• In total, generated 47 placements, including seven television interviews
• Sales of O'Darby increased 11% per market, on average