Javelin introduced the William Lawson’s brand and its bold personality to consumers on an exceptionally high-visibility occasion: UGA vs. Auburn game day in Athens, Georgia. Several tactics were used to create a stir, including a parade of Highlanders and Lassies, owning a prime tailgating location, and on-premise sampling.
Bagpipers, Highlanders and Lassies took to the streets of Athens in a parade of William Lawson’s pride. The striking procession grabbed attention everywhere they went, stopping traffic and consumers in their tracks. William Lawson’s tailgating area was a game day consumer’s dream filled with food, themed games, and branded giveaways.
Highlanders and Lassies made appearances at four pre-selected accounts, challenging consumers to “trade their pants for a kilt” and try a sample of William Lawson’s and Coke. Consumers could also receive branded giveaways of hats, flasks, and kilts – a big hit!