Baltimore, Md. (November 3, 2009) – Challenged with dreaming up a way to create awareness for Amarula Cream aside from the same-old, same-old, integrated marketing firm Planit designed an online contest for bartenders and mixologists to invent a cocktail using the beverage. Called the Amarula Experiment, the contest is going on through the end of May 2010 and can be found at the user-generated site

The only spirit of its kind, Amarula is a crème liqueur made from the fruit of the marula tree in Africa. With such a unique back-story, it was essential for Planit to develop a unique way to market the brand. Equipped with a recipe booklet that Amarula distributors have on hand, bartenders and mixologists have the opportunity to enter The Amarula Experiment to create brand new drinks for their patrons. In return, contestants have their drink featured on the website where visitors can vote for their favorite cocktail. Contestants’ bars are also featured on the site, so visitors can see if their local bartenders or mixologists have entered the contest. Contestants are encouraged to promote themselves (and their bars) through Facebook, Google Maps, and other third-party application programming interfaces (APIs).

Four finalists are flown to Tales of the Cocktail 2010 in New Orleans to compete for the title of Ultimate Amarula Mixologist. The winner’s bio, photo and drink recipe will be featured in the next edition of the Amarula Mixologist Book.

“It’s important for us to come up with creative solutions, while still keeping clients’ audiences and goals in mind,” said Planit president Matt Doud. “We’re lucky to have clients like Amarula who let us think outside the box with successful initiatives like The Amarula Experiment. We’re excited to see who wins the contest.”