Industry: Alcohol

 

Brand: Jinro Soju

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Background: Jinro Soju is the world’s best-selling spirit and is gaining strong recognition and popularity in the U.S. HiteJinro America has been the official soju sponsor for the Los Angeles Dodgers for over 12 years. The sponsorship includes advertising and branding rights but also selling Jinro Soju products at the Dodgers stadium’s many concessions.

 

Challenge:

• Increase brand recognition of Jinro soju among Dodgers fans who are not familiar with soju or the brand

• Introduce and increase sales of Jinro fruit-flavored soju at the stadium concessions

 

Connecting Solution:

• Set up a product sampling table during game days

• Produce discount coupons to entice purchases

• Utilize brand ambassadors to distribute coupons stadium-wide

• Collaborate with the stadium to establish a brand-named concession

• Utilize the brand mascot to grab attention

• Create signature Dodgers cocktails

 

Result:

• Increased brand awareness by 30% year over year

• Sold over 15K bottles in stadium sales during one regular season

• Led to a sponsorship opportunity with NY Redbull Soccer