Background

Pernod Ricard had identified opportunites to widen the placement and increase the exposure of its mini wine range through licensed off premise outlets. When ranged the products were not easily recognized in store and were not tempting consumers to trial.  In addition Pernod Ricard had difficulty gaining exposure at or adjacent to the counter or point of sale.

Strategy

The strategy was to create a call to action semi permanent solution for the mini wine range that would gain front of store or counter placement and have strong visual presence. The solution had to have longevity in design appeal and durability.

Results

The small footprint design, unusual product placement and centrally placed branding graphic led to all units being placed in the market in under three months. The trade welcomed the unit as new and innovative and were extremely positive about it’s small size and reasonably small stock weight.  Pernod also saw an increase in excess of 16% of stores ranging the mini wine range for the first time, far exceeding their marketing objective.