An integrated shopper campaign to drive awareness of Glenfiddich 12 year old, 15 year old and IPA and position them as the perfect gifting solution for Father’s day.
The shopper comms look to break down gifting barriers to purchase by linking a Dad “persona” to the appropriate Whisky. The in-store touchpoints also house the nosing profiles for each Whisky so the shopper can explore the aromas and choose the most desirable.
FRONT OF STORE EXPERIENTIAL SAMPLING
Front of store experiential sampling will also take place in 25 high profile stores on the Friday and Saturday preceding Father’s Day (2pm – 8pm in all stores). Shoppers will be able to experience the aroma lab concept on the sampling stand as well as tasting the three Whiskies. To drive conversion to purchase the activity will include a “gift with purchase” of a Glenfiddich gift bag.
DOUBLE PAGE SPREAD IN SAINSBURY’S MAGAZINE
The Glenfiddich double page spread will feature in the June issue of the magazine. As well as reinforcing the in-store campaign, it features a quote from Brian Kinsman about which Whisky he will be giving his Father this year. The advert also contains the in-store experiential sampling locations and dates to help drive shoppers in store.
SEASONAL AISLE INTERACTIVE AROMA LAB TRAY
The fully branded aroma lab tray will be sited in 391 Sainsbury’s supermarkets in the busy front-of-store seasonal aisle, achieving out of category presence in a high footfall area.
The tray will be merchandised with 12 bottles of each Whisky with REL tasked to replenish stock if required.
The tray has two “press to smell” buttons for each Whisky, linked to the key aroma profiles:
- Glenfiddich 12 year old – fresh pear & subtle oak
- Glenfiddich 15 year old – honey & rich dark fruits
- Glenfiddich IPA – zesty citrus & fresh hops.
The tray has a premium finish with metallic golds and slick card fabrications.