TUACA is a delicious Italian spirit that has been part of the Eulogy! portfolio for several years. Our latest PR campaign initially focused on achieving product placement in consumer magazines with recipes for the signature serves, but eventually we found ourselves within the online space – a new foray for the brand.
The key messaging behind TUACA has always been about ‘discovery’. This is reflected in TUACA’s UK launch. Initially discovered by a Brighton snowboarder who tried it on the slopes of Colorado, and then returned to tell all her friends about it, TUACA is all about word of mouth.
Since then, TUACA has always been the darling drink of the snowboarding community. Admittedly it’s a very niche audience – but while other brands may try to shed cult status and go for a more mainstream approach, TUACA uses this to its advantage. Because it’s a drink for the type of person who likes to discover a secret and pass it onto their friends, online PR and word of mouth is a perfect platform.
In the last year, TUACA has built upon this notion of discovery and word of mouth by launching the first-ever TUACA Traveller competition.
The competition offered one person and a friend the opportunity to win a two-week snowboarding trip undiscovered slopes across Europe. The site was hosted by snowboarding enthusiasts’ site Mpora.
To support the campaign, team TUACA launched the TUACA Traveller Blog. The blog is written by the winner and was supported by video content of his adventures picked up by sliding sports sites like Gone Boarding and Life’s a Beach.
We are now looking forward to further cementing TUACA’s presence with the sliding sports industry for 2010, including regional activity in our key cities. So watch this space because TUACA may surf up on a shore near you soon.
