Case Study: Propositions 125 & 126

Challenge

Our mandate was to provide public relations services promoting the endorsement of Propositions 125 and 126 in the media. We needed positive exposure of the ballot language to encourage the public to vote yes on both the initiatives.

About

Novitas Communications has been privileged to be contracted to work with the three tiers of Colorado distribution: production, distribution, retailer. During the 2022 election cycle, we worked with producers, distributors and retail to expand the ways consumers can enjoy legal alcoholic beverages. The work we did on Proposition 125 and Proposition 126 in 2022 expanded the definition of retailer for wine, while also opening a path for direct delivery of alcohol to the consumer through third-parties.

Solution

Novitas worked with statewide newspapers to educate them about the ballot measures. We set up deskside interviews with our campaign spokespeople, editorial board meetings and broadcast debates on the issues. We also attended local outreach meetings like House and Senate District meetings to educate on the measures.
The Wine in Grocery Stores (WINS) campaign was highly competitive with stiff opposition against Propositions 125 and 126. The opposition came in the form of ads (TV and Online) and Op-Eds touting the irreversible damage of revenue to small liquor stores that could happen if alcohol was allowed in grocery stores in Colorado.
In response to the opposition media, Novitas Communications placed Op-Eds and LTE’s in Colorado publications and diligently tracked media coverage as the campaign continued. Novitas set editorial board meetings and worked with multiple publications to issue corrections on talking points. Novitas also worked with the campaign to issue a cease and desist to Comcast regarding the Colorado Licensed Beverage Association ad and sent invitations to fact check the ad to major broadcast stations statewide.

Results

In response to our efforts, Proposition 125 passed with voters (wine in grocery stores) while Proposition 126 (third-party delivery) narrowly failed. Novitas, however, was successful in our saturation of media with our messages.

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