June has been jam-packed with a real mix of shopper activations, ranging from new summer serves all the way to ‘flavour conspiracies’. Shoppers are still engaging in promotions but retailers are aware of the need to make them personal. We are also expecting to see a boost in on-trade sales as the knockout stages of UEFA Euro 2020 commence.

Heineken – Official Partner Euros (In-store Amplification)

Heineken covered some serious ground this tournament, making sure their branding and association to the Euro 2020 Finals was visible from all angles in-store.

  • Free water bottle with purchase. Good quality gift with iconic branding. Helping promote responsible drinking and water refills at stadiums.
  • ‘OFFICIAL PARTNER’ hanging banner with regional flags on bottles.
  • Grass texture print vinyl with Heineken logo for added standout.

Coca Cola – Win A Chance To Play At Wembley

Iconic in-store display with strong prize alignment to help elevate Coca Cola’s football credentials during the tournament.

  • 1 main prize: winner +5 guests get to take part in a penalty shoot-out on the pitch at Wembley stadium, plus travel expenses, a stadium tour and Coca-Cola merchandise.
  • 100 runner up prizes: official UEFA Euros footballs.
  • To enter purchase any Coca-Cola, Diet Coke or Coca-Cola Zero Sugar product and complete the entry form on Asda.com\win (max 1 entry per day and 1 prize per household). https://groceries.asda.com/event/coke-euros
  • Wembley style arch for in-store display.
  • Asda only promotion.

Gillette – Recycle Your Blades & Razors

Reducing barriers to recycling old razors and razor blades as the consumer demand for environmentally responsible brands increases.

  • Free post envelope to place old razors and blades in to be properly recycled.
  • Contents are sent to TerraCycle who clean and pelletize the plastic to be recycled/upcycled. Metal materials are sent for smelting and converted to new alloys.
  • In-store FSDU with ‘recycle’ messaging and cardboard colour for eco standout.
  • Envelopes on FSDU next to razors and also available to request online.

Nivea – Get Your Dad In Our Ad

An effort to capture real stories about real legends (Dads) to showcase in future advertisements.

  • ‘CELEBRATE THE LEGEND IN YOUR LIFE’.
  • Celebrating the Dads that do amazing things everyday – the real legends.
  • Nominate your Dad at https://www.nivea.co.uk/legend by sharing a story about why they are a legend to you – the best nominations will be featured in future Nivea adverts.
  • Informative FSDU as in-store amplification.
  • Supporting social media posts.

Fanta – What The Fanta

Engaging campaign to stir a social buzz and create a cross-portfolio trial.

  • Following on from a successful pilot campaign in 2020 where Green Fanta drove 5x the ROS over Fanta Orange at the time.
  • ‘Flavour conspiracy’ to create a PR buzz. Clues posted throughout the campaign on social media.
  • Not all bottles are the same flavour.
  • Short YouTube series spread out across the campaign. Murder mystery style, detective tries to uncover the flavours (still ongoing).
  • Extensive campaign support across all social channels and POS.

Happy Dad – Hard Seltzer NPD

Disrupt the seltzer market by re-writing the rules and overcoming any stigma associated with hard seltzers. Executed with an aggressive product to market strategy leveraging and aligning with already popular status.

  • Product:
    • ABV 5% / 12oz / Electrolytes / Gluten free / 1g sugar / 100 kcal / No artificial flavours / Less fizz.
    • Classic beer can design with modern colourway.
    • Pineapple, Wild Cherry, Lemon Lime, Watermelon.
    • Available in 12x multipacks.
  • ‘THE HARD SELTZER OF THE SUMMER’.
  • Co-founded by NELK BOYS creator (YouTube star) Kyle Forgeard and promoted on YouTube channels.
  • Alignment with celebrities and UFC events.
  • Branded delivery lorries deliveries.
  • Frank communication style aimed at a young drinking/party audience.
  • Listed D2C on their website and via retailers in 8 US states (with more to come) and in Canada.
  • Instagram: +700k followers since launching in June.
  • Extensive social media support including celebrity endorsement, videos, photos, constant stream of content shared by consumers and engagement e.g. surprising fans with a case of Happy Dad.
  • Behind the scenes video on YouTube showing the development of Happy Dad.

Sipsmith – World-Class Cocktail Experience

Sipsmith is making the most of their Wimbledon partnership. Most recently they brought the best of Wimbledon home (from a drink perspective) with their cocktail experience.

  • Celebrate the finer details of both Sipsmith & Wimbledon from your own home.
  • £55 per box that includes:
    • 3x cocktails per person: The SW19 Cup, The Championships Martini, The Murray Milk Punch.
    • 2x Tennis Ball Teacakes, from the Marshmallowist.
    • A canvas room spray that replicates the scent of the fresh cut lawn at Wimbledon.
    • Light gels that create a sundown ambiance.
    • 2x Canvas Copper Coasters.
  • Online event with Bill Shearer as bartender and host for the evening, taking participant on a journey and providing expert cocktail advice.

Edinburgh Gin – Wonder

Luxurious and exclusive prize pool with a well-crafted microsite for promotional support.

  • ‘Wondrous Wins’ / prizes:
    • 1.Luxurious fine dining experience with Michelin star chef at Edinburgh Castle.
    • 2.Exclusive after hours fine dining experience at National Museum of Scotland with live music.
    • 3.Exclusive tree house adventure by the Scottish coast, 3 nights with 3 course dinner cooked by your own chef with gin cocktails on the beach.
    • 4.Runner up prizes: Edinburgh Gin tasting kit.
  • Unique code on neck flag & QR code link to enter.
  • QR code links to microsite – short but very sweet video to introduce the promotion page. https://www.edinburghginwonder.co.uk/

Strings & Things – Summer of Sport

Back with the latest round of limited edition products, this time owning the summer of sport.

  • Limited edition range to support a summer of sport.
  • Sportshapes Quirkies featuring 16 new Cheesshapes designs such as: football, foam finger, basketball, football boot.
  • Sporty Yollies such as: Cyclist, Golfer, Jogger and more.
  • Sporty on pack design including the use of a football, football pitch and basketball.
  • Supporting posts on social media.

Malibu – A Slice Of Summer

Malibu appeals to the new Gen Z audience by owning the summer occasion with thirst-quenching flavours and vibrant product branding.

  • New Watermelon flavoured drinks:
  • Watermelon lemonade RTD cans (5% abv)
  • Watermelon Malibu Rum (21% abv)
  • Vibrant branding and sweet flavouring appeals to new Gen Z drinkers.
  • Strong ‘Instagram-ability’.
  • Extensive social media support across Instagram, Twitter and Facebook.
  • Big consumer engagement with @OneMinuteBriefs on twitter. https://twitter.com/Snozzlenut/status/1399696333561344002/photo/1

Fathers Day – In-store Amplification

 

Grand Central develops innovative shopper marketing solutions for a host of brands and organisations. For help with planning, designing and building your requirements please contact us at:

hello@grandc.co.uk / 020 8546 0150