Using stock to part fund advertising and reposition brand
Our client, an alcohol brand, wanted to change its perception as a shot drink and reposition itself as a post meal liqueur. As part of the overall communication strategy the brand had to be seen in a different environment. Fortitude, through its network of restaurants was able to arrange for the brand to be distributed in new venues where it would not otherwise have been available. In some cases, we were also able to arrange for in venue marketing.
The UK client had recently received an increased investment from their head office to help with their rebrand. Fortitude worked with the agency to identify barter trading opportunities within the brief to enable the client to increase the size of the campaign by co funding it with product.
Fortitude, through its network of restaurants, was able to arrange for the brand to be distributed in new venues where it would not otherwise have been available. These restaurants were preapproved by our client to ensure the environment met the criteria of the rebrand.
The stock we received as part payment from the marketing campaign was traded with the venues in exchange for credit. This credit was used by Fortitude for company entertainment. Our client worked with each venue to ensure their brand values were upheld at all times.
- The client was able to buy a bigger advertising campaign for the same cash budget and was able to see their brand distributed in new, sought after venues.
- They earned a higher fee from the client due to an increased media budget
- Received more money