Assignment:
Assist Harpoon Brewery with increasing trial, awareness and recall among sailors and key-influencers in key geographic markets.

Solution:
We created “Club Harpoon” with a sailing-themed sampling program targeting key yacht clubs, sailing events and on-premise accounts in Harpoon markets. The program, delivered in key sales territories, was designed to connect Harpoon with consumers in a social environment where they could physically sample the product and make a lasting emotional connection with the Harpoon brand

Results:
The 2008 Club Harpoon program included 50+ event days over a 16 week period utilizing a mix of local sponsorships, sampling, merchandise, and word-of-mouth efforts. We also coordinated a parallel B2B effort, working with local Harpoon sales representatives to target and convert key accounts with the geographic footprint.