Situation: A global dairy brand wanted to enter the US cream liqueur market but did not know how.

Key Challenge: The Irish cream liqueur category is dominated by a brand with high brand awareness, multi-channel distribution, and owned by an established industry player.

The Ask: How do we enter the US market in a sustainable way that generates consumer trial and leads to brand adoption?.

The Solution: Focus on the brand’s reputation for quality, all natural ingredients, and provenance to secure distribution at retail accounts that would feature the cream liqueur brand out of section in the high traffic dairy aisle. This below the line focus was boosted by interactive in-store tastings and supported by targeted PR and print media content.