2015 IPM Silver – Best in store experiential campaign – Smirnoff Gold take overs
2015 IPM Gold – Best promotion for Alcoholic beverages – Smirnoff gold take overs
Challenge: Drive purchase and brand engagement for Smirnoff Gold, a luxury cinnamon liqueur made with Smirnoff No. 21 vodka and edible 23 carat gold flakes.
Our Approach: We took a commercial approach to create a value adding, cost-effective experience for consumers in outlet, that drove trial via purchase, not through sampling.
Implementation: Gold take-overs took ownership of the entire night in high tempo outlets, with innovative LED visibility items that heroed the product’s USP and a highly visible and relevant gift with purchase in the form of a sound sensitive light up wristband.
Results: Due largely to the fact we used our unique data model to identify the best opportunity outlets, Gold Takeovers is the most successful on-trade activation for Diageo to date and has won two 2015 IPM Awards.