A good blended whiskey can be a good option when you want a drink at the end of the week. However, more and more people from the younger generation are focusing more on low-alcoholic beverages in an attempt to become healthier. However, spirits are still a fan favorite and brands need to find creative ways to promote their products.
In this case study, we will focus on La Martiniquaise's successful in-store marketing campaign for Cutty Sark. Let’s see how they’ve managed to increase their sales by 60% with an innovative brand activation. Before we deep dive into the campaign, let’s take a look at the spirits category.
Beverage preferences among shoppers
Before the outbreak of the pandemic, alcohol sales in the United States had been rising for years. 2020 was a sharp reversal of this trend. Although not yet reaching the sales of 2019, sales in 2021 grew again to 247.3 billion U.S. dollars.
If we look at the different segments within the alcoholic beverage industry, we see that beer has been losing market share to spirits and to a lesser extent wine. Since 2010, spirits have gathered an additional 10 percent of the alcohol market while beer has lost the same amount over that time. The rise in total alcohol sales might then be explained by this shift towards spirits, where in 2020 “all categories expect the cheapest "value" category saw positive growth.
To promote the products in stores, La Martiniquaise decided to implement a shopper marketing campaign with Tokinomo Shelfobot for Cutty Sark.
La Martiniquaise’s Objectives: Raise awareness and sales
The brand implemented this in-store marketing campaign with these objectives in mind:
- Raise brand awareness
- Engage shoppers at the point of sale
- Increase sales in-store
Creative brand activation in-store
The campaign took place in Greece, in 1 AB Vasilopoulos store. For 12 days, Tokinomo Shelfobot made Cutty Sark whiskey the star of the show. Curious to see how the campaign looked? Here’s a video from the store:
Increased attention at the POS
As you might expect, a moving bottle of talking whiskey will make you turn around, take another look, and maybe consider purchasing it for your next drink. Tokinomo Shelfobot helped Cutty Sark share more about its product and its campaign with a catchy message.
Combining a flavorful whiskey with innovative retail technology that makes the product talk is definitely a recipe for success. This campaign attracted the attention of shoppers in-store and managed to generate trial among customers.
60% increase in sales
In just 12 days of campaign, the brand managed to increase sales by over 60%. With a creative in-store marketing solution like Tokinomo, brands can expect similar results.
What did the brand think about the campaign?
By using Shelfobot, La Martiniquaise managed to achieve all of its objectives for this in-store marketing campaign:
- Increased brand awareness
- Generate trial among shoppers
- Lift sales by 60% in store
Want to promote your product? Choose Tokinomo Shelfobot!
Promote your products in a creative and innovative way, if you want to attract the attention of shoppers. Use Tokinomo for your next campaign in-store. Many well-known FMCG brands promoted their products with the help of Tokinomo and you can see more case studies here.
Your product can be the next showstopper!
Learn how Tokinomo can help you:
- Raise brand awareness
- Increase product visibility
- Increase shopper engagement
- Lift sales
- Acquire more customers
- Benefit from word-of-mouth marketing