To help DeKuyper, the leading brand of cordials and flavored spirits, increase awareness and engagement with the LGBT market we developed a targeted communications and experiential program called True Colors. The True Colors campaign broadened the brand’s reach and encouraged consumers to try DeKuyper and explore its wide range of flavors and colors while capitalizing on the growing trend of increased shot consumption in the LGBT community. By creating LGBT specific themes each quarter linked with the brand’s on-premise programming and highlighting a different color/flavor, we ensured DeKuyper remained fresh and top of mind year round. The campaign leveraged many experiential elements including karaoke, speed dating, games, and sponsorships and included outreach to bartenders and other influencers. Thanks to these efforts DeKuyper sales increased + 320% over a 3 year period.