Class:
Consumer Promotion

Type:
Under $10 Per Recipient

Objective:
To introduce a new product.

Strategy and Execution:
Upstaging the dinosaur, a smaller reptile introduced a new melon-flavor liqueur. To promote the new "Lime Lizard Kamikaze," kick-off kits for participating bars and nightclubs contained t-shirts for servers, tent cards and banners. The advertiser provided a green foam lizard-shaped "serving tray" which held shot glasses in the shape of the test tubes, or "tooters" instead of "shooters." The promotional products were delivered by the advertiser's sales representatives in person.

Results:
It was said that the product skyrocketed to more than 30% above initial sales projections.