The demographics of malt liquor changed abruptly. What was traditionally perceived as young/male/urban/black opened up to include whites, females, and most startling of all, white females.
We capitalized on this opportunity with a series of radio ads in college markets centered around St. Mickey’s Day, a day-before-St.Patty’s holiday that we invented to create a new two-day holiday. The markets were college towns, and year-against-year sales went up 50% to 72%.
Listen to the Radio spot.