Brand Campaign Strategy
Brand campaign strategy works for responsible retailers. The Indiana Association of Beverage Retailers was the first to take independent action in the state and only the third retail group in the nation to remove a highly scrutinized product from store shelves. Retailers tackled growing concerns about high-alcohol content energy drinks that were being cited for emergency room visits, deaths and injuries. Negative buzz continued to build about the beverages, which included increasing scrutiny from the U.S. Food and Drug Administration and state officials. Brand campaign strategy from Kyle Communications delivers when association members take decisive action.
Brand Campaign Strategy Results: More than 200 clips were generated from news conferences in four Indiana cities. Retailers were thanked publicly and privately by state elected officials, Drug-Free advocates, and top university officials.