Ponchos 1910 is an extra-premium tequila combined with a rich Central American coffee. It can be served neat - as a shooter or sipped - over ice or in cocktails. It is creating a different consumer experience as the product combines the coffee sector with the shooter culture.
Craig Segal, MD of Nine Mile Media, explains that Billads is able to market to both cultures and, therefore, was selected as a key platform in the current launch of the product in the country. Billads is able to provide a brand with access to over 600 coffee shops, restaurants and hotels nationwide enabling a brand to have access to over 5.5 million upmarket consumers every month.
According to Michael Kunitz, CEO of TNB (Pty) Ltd, "Billads was selected primarily for consumer reach, however it has also provided Ponchos with access to the venue owners to drive them to purchase the product for their customers."
"Billads operates on two levels - to the consumer and to the restaurant sites - giving clients such as Ponchos double exposure through one campaign. Therefore, brands are seeing the Billads medium as an effective means to not only communicate with their consumers, but also to drive an association with the food services environment and ultimately drive sales. Of the sites surveyed, 39% stated that as a result of Ponchos sponsoring their Bill Folders and creating an awareness among their consumers, they now wanted to stock Ponchos*," says Segal.
Nine Mile Media also offers experiential marketing, such as the placing of table talkers on the tables, window and mirror decals and the handing out of samples or activation/scratch cards where for example the consumer can scratch and win or redeem the card at a particular outlet. Quoting an example Segal says: "In the case of liquor products, consumers would go to their liquor store and redeem the promotion card. In this manner Billads gives the brand the opportunity to drive consumption and at the same time to create a presence within these environments by means of tasting evenings and parties."
*100 restaurant sites taking part in the Ponchos campaign were surveyed.
ABOUT BILLADS Conceptualised by Nine Mile Media, Billads are designed for convenience, complete with pen, tip and credit card recess, while the inside of the bill folder is used as advertising space. Billads is able to deliver a brand as well as samples of a brand directly into the hands of over 5.5 million upmarket consumers every month through a network of 600 restaurants, coffee shops and hotels nationwide. Campaigns can be amplified by means of table talkers, window and mirror decals, promotions and competitions. Site exclusivity for a brand is standard.
To activate your brand today call Nine Mile Media on 0861 64 63 64 or email .
