Early Times Promo Offers Workbench

Louisville -- A vintage Early Times magazine ad from 1954 carried the tagline, "Every Ounce a Man's Whisky." Produced today by Brown-Forman Corp., Early Times still markets itself that way. "Early Times appeals primarily to hard-working men in small towns throughout America," says Allen Ogburn, marketing manager for the brand, "especially to those who enjoy do-it-yourself projects and feel that they deserve a reward for a job well-done."To appeal to this target audience, Early Times kicked off in February an off-premise promotion entitled "Tool Times," which plays to the blue-collar man with an attractive woman and useful tools. Featuring the Early Times "tool girl," a lobby display combines a Black & Decker workbench with cut cases of Early Times. At participating locations, consumers are given the opportunity to purchase the workbench as part of the promotion, which ties in with the current DIY-themed outdoor advertising campaign."The workbench is a do-it-yourselfer's dream," says Ogburn. "It's exactly what every handyman wants and needs. We tend to steer away from power tools and have offered things like shop vacuums and hand tools during previous promotions, but the work bench is so versatile that every man who works with his hands can use it."The Early Times model has appeared in several earlier promotions. "Her name is Linda, and over the past few years, she has become associated with the brand," Ogburn explains. "She's not just a model that we hired only for this year's promotion. She is, in fact, familiar to the retailers we work with, and they welcome her back into their stores."Efforts to get the display into retail establishments have been successful, according to Ogburn. "Even in states that tightly control retail sales of liquor -- like Pennsylvania, for example, which sells through state-owned stores -- we have been able to get them to participate in the promotion with a little advance planning."Black & Decker's reputation also helped gain retailer acceptance for the display. "Black & Decker is one of the most respected names among do-it-yourselfers everywhere," says Ogburn. "They are exactly the kind of company we want our products to be associated with." Depending on local rules and regulations, many retailers raffle off the workbench at the end of the promotion. Where this is prohibited, the distributor simply takes it back."This promotion is becoming a tradition," says Ogburn. "We have done it for several years now, and it continues to be successful. The stand-up display and the case cards featuring the Early Times tool girl stop customers in their tracks, and the workbench and open cut cases have them reaching for the shelves."The life-size corrugated display requires no assembly by the retailer. "Depending on space available, some retailers use only the stand-up display, others use only the case cards, and some use both," Ogburn explains. "The display itself does not hold product, which is dispensed from the cut cases stacked beside it. This makes it more flexible and allows the retailer to choose whether to feature the 750-ml or the 1.75-liter bottles, or some combination of both." Baird Display Inc., Milwaukee, designed and produced the stand-up display. Cardinal Printing Co., New Albany, IN, printed the case cards. The suggested retail price of the workbench, which is part of the display itself, is approximately $120. "Because we buy them in bulk, however, we are able to offer them to consumers at a discount," says Ogburn. "Also, when consumers order them as part of the promotion, they come with the Early Times logo embossed on one of the wooden bars." The workbench to be displayed may be either given or sold to the retailer, depending on local rules and regulations. The "Tool Times" promotion is currently available only in the United States and will run through April or May, with a new promotion planned for June. Ogburn declined to say how many displays were produced.

Early Times Promo Offers Workbench

P2PI MEMBERS

JOIN P2PI

Related Topics

Related Images

Business Topic

Market Segment