Halls wanted to launch a new product to treat throat irritation during the non-seasonal timeframe. The solution was the creation of Halls Fruit Breezers, a great tasting throat drop that cools and soothes everyday throat irritation. Sq1 developed a promotional strategy that capitalized on voice overuse, the number one product usage occasion, in a setting relevant to our target demographic, music concerts. The solution was to partner with top-tier music venues across key markets. The plan featured sponsorships of music venues, hand-to-hand sampling events at venues, and on and off premise events, out-of-home and radio.