About the client
Pinnacle Vodka is a French vodka brand flavored and bottled in the United States. It joined the Beam Suntory line of premium spirits after a nearly $600 million acquisition. Today, the brand boasts over 25 different flavor varieties and a cache of industry awards.
Goals and challenges
Pinnacle Vodka needed guidance in launching its newest flavor. The company chose Capitol Media Solutions to help reach its target audience: women aged 21 to 34. Pinnacle Vodka’s stated goal was to increase overall sales between 2% and 3%.
CMS’ strategy
Capitol Media Solutions supported Pinnacle Vodka in several ways. It:
- Recommended national television media (rather than a media buy of all of the individual DMA markets).
- Advised a national media spend through cable TV.
- Planned for the client to do a 15-second lift from the 30-second creative it was producing. The goal was to improve frequency and efficiency.
- Negotiated added value, product integration, and sponsorship opportunities at various spend levels.
Results
Capitol Media Solutions significantly outperformed the goals that Pinnacle Vodka had set, increasing sales of the new flavor by 7%. Additionally, the agency spent the advertising dollars much more efficiently than anticipated, earning a $14 CPM from an expected $20 CPM.
