A gift with purchase
designed around the
Aligned to the recent growth in popularity of spirits such as gin, the
drinks industry has seen a significant upturn in the sales of premium tonics
and mixers, accompanied by an influx of new brands entering the
marketplace. Gaining or maintaining a share of this competitive market is
becoming increasingly difficult, and brands are looking for new and
innovative ways of creating a point of difference for their product in the
crowded supermarket aisles. In response, Coca-Cola Ireland challenged
us to help drive the sales of their Schweppes range.
Driving the seasonal purchase
of Schweppes mixers
The brief for this project was to develop and fulfil an off-trade,
on pack promotion to boost seasonal sales, whilst re-establishing
the newly revamped range of Schweppes tonics and mixers as
the ‘default’ choice in the eyes of the consumer. Coca-Cola Ireland
required an initial 10,000 units to be in-store in 8 weeks’ time to
support their festive trade. We presented a range of potential
campaigns to their marketing team, each taking the form of a
gift with purchase promotion that focussed on enriching the user
experience of the product as whole.
Sourcing the right ingredients
The client decided to proceed with one of the most ambitious
proposals we put to them: A promotion based around producing
branded kits of botanicals. The incredibly short lead time and
modest project budget presented a range of unique challenges.
We needed to source a range of complimentary ingredients, design
and manufacture packaging that could endure the rigours of the retail
environment as well as reflecting the premium nature of the brand,
all whilst building in enough time to allow for shipping from the
Far East and final assembly of the tins and displays in the UK.
Adding a selection of
to the mix
We delivered a giveaway that complimented the user journey and
enhanced the consumers enjoyment of their drink. This project
demonstrated the versatility and efficiency of our procurement and
fulfilment teams. High quality botanicals picked for their seasonality
were weighed and placed into individual vacuum formed
compartments within a brushed metal Schweppes branded tin. Each
unit was then individually sealed, complete with a recipe card and
packed into easy-to-use shelf ready display units that doubled as
supplementary in store marketing materials.
All of the ingredients were sourced in bulk from specialist suppliers. Every batch had to pass a strict quality control procedure before being weighed and packed.
Each tin of botanicals came with a printed card that suggested suitable recipes for each ingredient, as well as the preferred style of glass for each drink.
The packs were individually sealed and placed into an attractive shelf ready box, complete with graphics describing the mechanics of the promotion.
increase in sales
The promotion was an unparalleled success, both in
terms of sales and return on investment. Its popularity
amongst consumers was such that the same concept has
been recommissioned on several occasions, with each
campaign targeting a different season.
The overall concept was inspired. The amount of traction
and exposure the campaign received was beyond what we
could have hoped for, especially considering the
comparatively low budget.
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