It has been a 500 years journey, but Jackie Summers and his high-powered marketing team, backed by spirits Industry influencer Fawn Weaver of Uncle Nearest Whisky fame, are pleased to announce the re-launch of Sorel.
Sorel is a cool crisp liqueur based on the Caribbean hibiscus plant. Beautiful in color, exotic in taste, wonderfully enjoyable mixed or straight. While all of this sounds great, how does a unique product re-enter the highly competitive spirits market and breakthrough the clutter? By being as innovative and creative in its marketing as it is in its brand formulation Read on about its storied history in Adweek.
For its initial route-to-market approach. Sorel engaged the services of Adgile Media Group, the nation’s first tech-enabled truck-side advertising company. Adgile is revolutionizing the Out-Of-Home media segment by marrying a highly impressionable OOH media format with state-of-the art data analytics. Adgile’s fleet of 26’ last mile, urban delivery trucks, operating in key DMAs nationwide, are proving to be just the right format for clients like Sorel.
Sorel founder Jackie Summers aka “Jack from Brooklyn,” had this to say about the Adgile partnership: “Agile Media Group and their unique advertising/communication system is terrific, especially for brands that want to establish their presence in the market. Not only is Adgile important in building awareness, but their truck routes also provide a kind of aperture, where the consumer can see a brand advertised and go to a nearby store for purchase. Most important, Adgile provides incredibly rich data as to the who, what, when, and where of the ad message.”
Summers can back his century-spanning ambition with numbers: 100,000 bottles will be available online and in 10 states by the end of the month – and his projections show him selling out by year’s end. Jackie plans to launch in an additional 20 markets next year, “and Adgile Media Group plans to be right there with alongside him, helping drive performance and providing actionable insights into consumer purchase behavior,” said Adgile co-founder and COO Tom Shea.
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