BAILEYS CHRISTMAS

BOOM! It’s Bailey’s time of year, with 66% of their total annual sales made during the Oct – Dec there’s no surprise that they’re activating BIG this season. We’ve pulled out 3 of their activations that gain stand-out for both their customer – shoppers and trade.

Ltd NPD – During Christmas shoppers look to trade-up to those accessible luxury products. Tapping into this insight Bailey’s have bought  back the Chocolate Luxe Bailey’s, wrapped in gold it’s sure to be a festive fav.

Gifting FSDU – The Christmas retail environment is crazy and gaining cut through in store can be trixy. Tapping into the shopper gifting mindset Bailey’s have kept it simple yet effective with display unit that communicates nothing less than ‘Gift Baileys’ with a simple gold bow. Nice!

Trade Communications – Within Shopper it’s not just about the big supermarkets but also about the impulse and convenience channels which is were it’s especially important to engage with the trade and where else better to do this than in Wholesale. Baileys are doing well here to push their dedicated counter top unit by leading with a business benefit message – now that’ll get those sales.

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RICHMOND SAUSAGES

We all know that most shoppers like to trade-up for Christmas, but what about those everyday brands, how are they going to get themselves moved from shelf this season? Bring in Richmond (no bits) sausages who have responded to this conundrum with a unique and desirable promotion that’s perfectly tailored to their target audience.

Parents are offered a chance to WIN 1 of 200,000 toy tracking chips via an on-pack promotion. The chip will reduce the chance of their child’s most treasured items and possible new Christmas present getting lost. Supported by a tear jerking TV that’s slogan is “Keeping the Family Together” we can see the Richmond sausage making a few more Christmas dinners this year.

TTL Christmas action at its finest here!

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ASDA Halloween

It’s no secret gamification does wonders in engaging millennials. Jumping on this, ASDA have created a visually stunning immersive Halloween world, where using gamification mechanics they make sure shoppers will be tapping out their pockets.

A quick glance and our eyes stop at the full length floor sticker. Do we dare to accept the challenge? Do we love games? Surely, the kids will and while they are held up playing, mum can stroll down all the spooks. Deeper down the deal is sealed with monster headers that jump out at you, green shelf trays, and a large array of OL and branded goodies for all.

We love it because it creates a store within a store and like it or not immerses you and your £’s in it. With such visually stunning creative, it’s too bad they didn’t use gamification elements such as feedback and leader boards to further engage shoppers.

8/10

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TEAL PUMPKINS

This one’s all the way from the USA but definitely worth a look…

Last Halloween, one ‘mom’ decided to paint a pumpkin teal blue to say that her house was a safe house for kids with food allergies to trick or treat at. It went viral.

Building on this momentum, Safeway created an engaging piece of POS in Illinois. Situated at front of store, shoppers were stopped in their tracks by the familiar teal pumpkins, complemented by education about food allergies and navigation to the confectionary aisle.

Once in aisle, gluten free and peanut free confectionary brands had come together on educational aisle fins, reminding the shoppers of the importance of safe trick or treating. Considering that the rate of peanut allergies have quadrupled since 1997, we couldn’t like this more!

10/10

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Spooky Tesco

In response to this year’s demonisation of sugar, Tesco cut confectionary from the checkout aisle. Alas! This Halloween they appear be to working even harder to get those  ££’s back through the tills.

With limited space in convenience, we discovered a jam-packed FSDU at front of store with colour-blocking stopping power using; purple aisle fins, shelf strips and header cards. All working to successfully glue shoppers’ eyes to delicious branded and OL treats on promotion.

Adjacent to the FSDU was a strategically placed spooky wobbly mirror, disrupting shoppers and engaging those selfie addicts – albeit mainly children –  that little bit longer.

7/10

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Lucozade Sport x Rugby

Tapping into the mental availability from the ATL, Lucozade Sport has offered consumers a promotion that gives them a chance to win official England, Scotland, Ireland and Wales rugby shirts every 80 minutes (how long a match lasts for – nice touch) offering shoppers a strong incentive for purchase.

All of this has put Lucozade into the Rugby conversation across their channels. Smart considering that they’re not an official RWC partner, so as you can see they’re being careful to avoid explicit mentions of the tournament on the promotion. 😉

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Coca Cola go Rugby

Spotted – a Coca Cola shipper in Tesco Kings Cross, utilising their Rugby World Cup partnership and their brand colours (of course) for a disruptive, brand blocking display at front of store. Including stadium assets and even a 3D ball (granted the ball is a slightly odd shape, and looks like the header is struggling with the weight), but shoppers will get the gist we’re sure.

8/10

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Cottonelle

Cottonelle are really homing in on the functional benefit here.

Clear claim and RTB.

10/10

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Coca Cola T-shirt giveaway

Hot on the current trend of tweet-activated vending machines, Coca Cola set up camp in Victoria Station to continue its masterbrand push. With ambassadors manning the installation, people of the public walked away a branded t-shirt heavier after tweeting about their favourite Coke, using the promotional hash tag.

With the hustle and bustle of Victoria Station, the activation gave the brand a nice amount of visibility and traffic.

9/10

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Neutrogena Push to smell

Neutrogena has done something a bit special to promote its pink grapefruit product range. The unique product display incorporates a ‘push to smell’ button, which releases the distinctive signature scent.

Honestly, it must be impossible to walk past a button that says “push to smell” without pushing and smelling. Certainly a clever way of getting shoppers to interact with the brand, and give them a taste of the product’s deliciousness.

10/10

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