Pernod Ricard, one of the largest beverage companies in the world, turned to Instagram this summer to poll Canadians about their favorite cocktails.
You might not be familiar with Pernod Ricard, but the group is one of the biggest distilled beverages (read alcohol) companies in the world. This summer, the company and four of its famous brands – Jameson, JP Wiser’s, Beefeater and Absolut – turned to Instagram to poll its Canadian customers about their favorite summer cocktails.
Together with four renowned Canadian lifestyle and cocktail influencers, Pernod Ricard invited followers to answer a series of polls on Instagram Stories to better understand what and how they enjoyed drinking cocktails during the summer months. Using Emoji sliders and Polls Stickers, the brands (Jameson, JP Wiser’s, Beefeater and Absolut) asked Canadian Instagram users whether they preferred sweet or savory recipes, what type of glasses or mugs they liked to drink from, and even how much ice was just enough ice for a summer cocktail.
The company then prepared 8 different cocktail recipes that were tested among travellers of Vancouver International airport during the month of August. Travelers were asked to take part in a quick personality test that would match them with one of eight cocktail recipes.
Instagram, and social media, in general, have become more than publishing channels for brands who no longer hesitate to use these platforms as proper marketing tools to better understand the likes and preferences of their consumers.
By the way, what is your favorite summer cocktail?
Client: Pernod Ricard Travel Retail USA
Creative Director: Villy Devlioti
Strategy Director: Geoff Desreumaux
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