Problem: Need for an innovative way to create a market wide campaign with direct resident interaction.

Solution: Lokel Group created Mystery Mixology, a cocktail competition where certain surprise ingredients had to be used, complete with 12 mixologists with 3 semi-final on-premise events and 1 championship event.

Takeaway: With 100s of attendees watching and all 12 accounts supporting the brands, there was a major market splash of not just brand awareness, but distribution and volume as well.