What’ll you Have?
And other perplexing questions answered.
The Spirits category presents a unique set of challenges – whether you’re trying to engage a consumer during a shopping trip or provide inspiration to them when they’re sitting at the bar, the communication has to be a lot of things all at once; on brand and engaging, for sure, but it also has to connect on an emotional as well as practical level. Not to mention comply with a strict set of brand & retailer guidelines, as well as a myriad of government regulations.
We’ve had the opportunity to handle a variety of these challenges for some of the best brands in the category, the following are a few examples of work we’re particularly proud of. Cheers.
Brown Forman / Jack Daniels
Straight From the Distillery
CHALLENGE:
Develop an engaging way for the consumer to gain a deeper appreciation for the craft and quality that goes into every bottle of Jack Daniels Whiskey while providing a way for them to find what they’re looking for as well discover new and inspiring drink ideas.
SOLUTION:
In order the bring the level of engagement, we wanted to achieve we used the a three-tier shopper principle to help propel our ideas:
Navigation: Develop a way to help find exactly what the shopper is searching for.
Education: Inform the shopper on the best way to choose a whiskey to help reduce trial-and-error and provide a higher level of confidence when at the shelf.
Inspiration: Provide useful ideas to the shopper that can help improve/enhance their drinking occasion.
Enhance the social media presence with inspiring recipe ideas.
We know that social media is a major communication channel in this category, so we placed special emphasis on where the audience went to explore.
DIAGEO / Smirnoff
TOAST-WORTHY ON & OFF-PREMISE TOOLKITS AND PROMOTIONS
Diageo is one of world’s leading producers of alcohol and spirits with operations in over 180 countries around the globe. It is imperative that a portfolio as extensive as Diageo’s provides its distribution base all the material assets, they are going to need to successfully market that portfolio as effectively as possible. So, we created a series of extensive toolkits that on-premise bars and restaurants, as well as off-premise, liquor retailers could tap into for whatever they would need, no matter the brand, occasion, or season. We also developed of cross-promotions, and special events, whatever they needed to live up to their slogan: "Celebrating Life, Every Day, Everywhere".
