Having a drink at the end of the week (or the day) is a common way to unwind. However, in the last few years, consumers focused more on non or low alcoholic beverages.
In this case study, we will focus on Pernod Ricard's successful in-store marketing campaign for Jameson. Let’s see how they’ve managed to increase their sales by 30% with an innovative brand activation. Before we deep dive into the campaign, let’s take a look at the spirits category.
Alcoholic beverages on the decline
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.
While the spirits category saw a rise in sales, the younger generation is not as interested in drinking alcoholic beverages.
To promote the products in stores, Pernod Ricard decided to implement a shopper marketing campaign with Tokinomo Shelfobot for Jameson.
Pernod Ricard’s Objectives: Raise awareness and sales
Pernod Ricard 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
Innovative campaign in-store
The campaign took place in Romania, in 15 Carrefour stores. For 14 days, Tokinomo Shelfobot made Jameson whiskey the star of the show. Curious to see how the campaign looked? Here’s a video from the store:
Increased attention at the POP
As you might expect, a moving bottle of whiskey will make you turn around and take another look. Tokinomo Shelfobot helped Pernod Ricard share more about its products with a few catchy messages:
“Hey mate, you know the little things that make you so happy? Me too! Let’s enjoy them over a glass of Jameson. Why? Taste: That’s why!”
Combining a great 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.
30% increase in sales
In just 14 days of campaign, Jameson managed to increase sales by over 30%. With a creative in-store marketing solution like Tokinomo, brands can expect similar results.
What did Pernod Ricard think about the campaign?
By using Shelfobot, Pernod Ricard managed to achieve all of its objectives for this in-store marketing campaign:
- Increased brand awareness
- Generate trial among shoppers
- Lift sales by 30% in store
“For Jameson Irish Whiskey, the activation with the Tokinomo devices was a real success. Besides sales uplift versus a regular promotion, this activation brought for our brand visibility on the shelf and caught the shoppers’ attention. I clearly recommend it!”
Andrei Schiopu, Head of Modern Trade, Pernod Ricard
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