A Sip & Sing Summer with Parrotheads

In 2015 Tradewinds Tea launched their new Jimmy Buffett’s Island Tea products in partnership with Margaritaville. Having access to a passionate existing fanbase meant we had only one place to go: on the road with the man himself, spending the summer among our fellow Parrotheads! This was no ordinary tailgate sampling though, as we joined the party atmosphere, allowing fans to do their best ‘Cheeseburger in Paradise’ rendition, then share the video with their social networks. In between tour stops we brought our RV and inflatable parrot to retail partners, gaining incremental displays, distribution, and serving samples at key accounts across the country. Additional assets included single-serve merchandiser (winner 2016 OMA silver), retailer-specific programs, digital banners, partner communications, iBotta, and Catalina coupons.