George Killian's Irish Red Flavor-Exchange Program

Challenge
George Killian's called on CPI to assemble and mail 72,000 kits.

Program Details
The Flavor-Exchange Program consists of a placemat, 4 beer tasting glasses, guidebook, keychain, and labeled mailing tube. Participants are urged to "Taste the the Pros Do". The printed literature instructs you on how to look at the color of the beer, swirl to release the flavor, smell the aroma, taste with your tongue, and last to cleanse with water between tastings. The placemat provides the perfect set-up to line up your glasses and mark down your observations. This program helps any beer lover taste like the pros do.

Fulfillment Included:

• Unique codes on 6 and 12 packs of George Killian's Irish Red.
• Consumer purchased beer then logged on to website and entered a packaging code to redeem a kit.
• Anticipated consumer kits to be mailed: 72,500.
• CPI collates all elements in to the mailing tube and bulk ships to the consumers.