Molly’s Spirits Campaign

See how Molly's Spirits successfully increased store traffic and stayed top of mind using an outdoor advertising campaign.

Lamar Advertising and Molly’s Spirits bulletin

Background

Following the passing of a new Colorado law allowing for the purchase of beer in grocery stores, Molly’s Spirits was concerned sales could decrease should consumers begin buying beer when shopping for food.

Objective

The objective of the campaign was to keep Molly’s top-of-mind with liquor purchases and increase store traffic by targeting consumers with a multi-platform OOH campaign. 

Strategy

Molly's Spirits utilized the comprehensive coverage of Out of Home to promote its location and delivery service to its target audience: cost-conscious adults over the age of 21 interested in liquor delivery.

Molly's also combined directional copy on urban billboards within a 5-mile radius of the store with wrapped light rail and interior train ads aimed at travelers headed into the city for sports and concerts. Additionally, they utilized bus ads to target residential areas, as well as park-and-rides to capture commuters at home and on their way to work.

Lamar Advertising and Molly's Spirits bus exterior in Lakeside and Greenwood Village, Colorado

Strategy

Plan Details

  • Market: Denver, CO
  • Flight Dates: January 1 – December 31 2019 annual campaign with targeted flight dates for bulletins, and transit ran for 13 periods.
  • OOH Formats: Billboards, Wrapped and Interior Light Rail Trains, Bus Kongs and Fullbacks
  • Impressions: Billboards (1 million per month); Bus Ads (Nearly 9 million per month); Light Rail Ads (More than 5 million per month)
Molly's Spirits rail full wrap advertisement in Lakeside and Greenwood Village, Colorado

Plan Details

Results

Delivery sales increased 20% and in-store sales increased sales 23% year-over-year, prompting  Molly’s to open a second store in 2019. 

Out of Home Advertising Association of America

Results