The BCH team had previously worked with Fuzzy’s on marketing his popular golf courses around the region. Pleased with our work, the client requested our advice on how to grow vodka sales. The company had done little advertising aside from INDY car sponsorships, but they were ready to take the next step, so they asked for a marketing and product distribution strategy, as well as a new website. As always, our creative and marketing teams were ready to hit the course with fresh ideas for the future of the brand.
When we began researching Fuzzy’s position in the vodka market, we first identified the cities and states with the highest case sales. We also wanted to get a better picture of who was already buying the product: Were they golfers? Premium spirit drinkers? We looked for other trends such as where – and at what time of year – case sales were strongest. Above all, we sought to gain a better understanding of vodka drinkers in general: What inspires them to try new vodkas?
This deep dive provided insights that guided a fresh creative and marketing strategy. We found that Fuzzy’s Vodka particularly appeals to the golf community because of its namesake’s connection to the game. We leaned into this positioning, claiming the title of “Golfers’ Favorite Vodka.” This position informed our entire creative approach, from advertising to website design.
Our research found that Indianapolis boasted the highest case sales, with parts of Florida close behind. Our advertising strategy in these key markets – and the website launch – focused on the golf community. We moved away from INDY car sponsorships and put those resources into billboards in high traffic areas near respected golf courses in Indianapolis. We also created a paid media campaign that consisted of digital, static, and video CTV, along with out of home ads, digital audio ads, and native and social advertising in Indianapolis.
We complemented those efforts with a targeted social campaign for parts of Florida – specifically, West Palm and Naples. We created a hashtag campaign: “#bringacaddy” to call attention to responsible drinking. We also developed a series of events dubbed “Mixology Mulligan” as a way to partner with country clubs and golf courses for a signature cocktail takeover, to reach and build enthusiasm with new members of the golf community.
The website launch and targeted marketing initiatives were wildly successful. Golfers and vodka drinkers alike flocked to try Fuzzy’s – and case sales went through the roof. As a result of our success, BCH was given the opportunity to launch an all-new Fuzzy’s product, AZELLO – an azalea liqueur which will soon be available across the US.