PROBLEM
Drive trial among males 21-30 for new line extension by positioning it as a “guy’s drink,” in support of national launch

SOLUTION
Saturation campaign drives awareness via brand site and major portals, lifestyle, and sport properties with unique interactive content:
• Developed first custom, interactive
  game “Bejeweled” on MSN for
  any Consumer Packaged Goods
• Created first custom Yahoo!
  IMVironment for an adult beverage

RESULT
• Campaign selected by MSN as
  example of “Best Interactive
  Marketing Practices”
• Generated the highest lifts recorded
  by Dynamic Logic in Message
  Association and Brand Favorability
• Reached nearly 50% of the entire
  online domestic population of 21-30
  year-old males with an 8+ frequency