V.O.’s varsity-level marketing

In honor of the beverage’s 80th birthday, The Varsity restaurant in Atlanta rebranded its signature The Varsity Orange (V.O.) drink to reintroduce it to a new generation of consumers. The drive-in restaurant chain partnered with BauerHaus Creative to create a new logo and in-store promotional items such as banners, window decals, on-screen graphics, buttons, wooden crates full of orange squeeze balls, hats and T-shirts to enhance recognition and recall of the local brand. The Varsity’s seven locations also participated in a Free V.O. Day in June by handing out free samples of the beverage to customers. As a result of the marketing push, the brand experienced a 3,000 percent increase in sales to 15,000 units sold each month as well as increased brand awareness.

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