Here’s a thirst trap for you …

One of my favorite types of campaigns are M&M’s, or “marketing melees” a term I coined (like 2 minutes ago). In this case it’s a liquor brand, glassware designer, and lux hotel. You might ask “what do these three things have in common?” well … pretty much /i everything /i. (some oldschool coding there for you nerds)

People who enjoy good cocktails love great bars. The Grand Hotel Royal Viareggio has one of the best bars, and is helmed by one of the best bartenders, Nicola Cordoni. He has created what I think is THE perfect drink, the coffee Negroni. Of course if you like a fine cocktail in a luxurious setting well you’re gonna love a great glass in your hand … enter Maximilian Eicke who makes incredible glassware. Get the picture?

See the magic is that I’ve worked independently with all three brands. However, when you combine them organically in a slick little reel like the one below, you reach market segments that weren’t even on the radar. This isn’t something that I proposed to each brand either; it’s something I just do as an added service when new work comes in and I see an oportunity. It is, IMHO, how organic reach happens best, without trying to sell, or con, or hook … just pure love for quality brands that make you wanna know more. #truthinadvertising for real.

From here it saturates and spreads on IG/TT/YT as each brand and their followsers replicated and distribute wantonly … there are blog posts that go out to other blog posts, rinse and repeat. Hell, the NYT even picks up on it in their food section because Erik Kim is my bro and he loves my Penne Alla Vodka. Best part is there is nothing to sell … it’s just good content for good products.

So raise a glass, click a link, and cheers to a new year of bold, new colabs. And seriously … try this Grand Royal Coffee Negroni at home … you don’t have to roast your own hand picked Nicaraguan raw coffee … but it’s kinda badass if you do.

#negroni #colaboration #influencers #cocktails #hotels #brands #advertising #strategy #noframes #serrini #howiwork Max ID NY Wildwood Spirits Co. Campari Group