Aside from Valentines, February was a quiet month in store. We’re continuing to see activations lean more towards out of home experiences; perhaps this is no surprise as ‘consumers want to explore, play and embrace novel experiences, both virtually and in the real, physical world’ in 2022. Mintel

 

Southern Comfort – Mardi Gras

Engaging consumers with artist collaboration and lively limited edition identity, leveraging off of the Mardi Gras occasion.

  • Southern Comfort is supporting the first big celebration of the year with a brand new bottle designed for Mardi Gras
  • British artist Jade Pearl collaborated with New Orleans based artist BMIKE, to design the bottle in her signature style, which brings together the UK and New Orleans
  • The bottle featured a QR code, serving up Southern Comfort cocktail recipes and chances to win tickets to the big party on the 26th February
  • There were 10 prizes available to be won. Each prize consisted of: 2 x tickets to the Southern Comfort Mardi Gras party in London
  • More information here: https://southerncomfortmardigras.uk/

Doom Bar – Meal Tie-up with Tesco

Take a lager/wine approach to relevance of food occasions to drive association with food occasions.

  • Sharps Doom Bar created a crab aranchini recipe, which includes their Amber Ale
  • Albeit basic looking, the FSDU included a recipe card which consumers could pick up FOC
  • The recipe is also featured on the Tesco website with full branding and brand story

Oreo – Batman

Another big property take over of the brand to secure profile, leveraging film tie-up official partnership.

  • Oreo is celebrating the upcoming release of The Batman with an out-of-home special build featuring a batarang slicing through a giant cookie. This OOH execution was featured at sites across the UK, including London, Birmingham, Manchester and Glasgow
  • The ad forms part of a wider integrated campaign created for Oreo running across various regions
  • A limited run of packs featuring Oreo cookies embossed with the face of Batman were also rolled out to UK stores as part of the campaign. Packaging will feature riddles from one of the film’s three villains, The Riddler
  • Shoppers can simply scan the QR code on pack for their chances to instantly win cinema tickets every day, as well as the star prize of a VIP trip to Gotham City at Warner Bros. World in Abu Dhabi
  • Oreo aims to target an audience that has grown up with Batman and will recognise the superhero’s calling cards in the middle of a biscuit

19 Crimes – Infamous Origins

In store feature in ASDA that brings to life the brands unique heritage.

  • Really nice in store stand out with digital screen feature
  • Bar code to scan which takes you to a page which explains the stories behind the bottles and each of the 19 crimes turned convicts
  • 19 Crimes also has an app which brings to life each of the wine bottle labels. More information here: https://gbl.19crimes.com/pages/19-crimes-living-wine-labels

Most Wanted Wines  – Collective

Bring global cultural movements to life through wine with limited edition bottles providing specific audience relevance.

  • The new line up, includes a Cabernet Sauvignon, a Chardonnay, a Malbec, a Pinot Grigio and a Shiraz
  • Artists involved in the launch include: London based street artist Jelly J, street artist duo Nomad Clan, illustrator Dorcas Magbadelo, contemporary fine artist/painter Chris Hawkes and DJ/rapper/fashion designer/illustrator Pete Obsolete
  • As part of the campaign, Most Wanted Wines will also showcase a series of short films, exclusively accessed via a QR code on each bottle giving customers the chance to get closer to the artists and discover their stories further
  • Limited edition prints of The Most Wanted Collective artwork will also be available for sale via www.webuilt-thiscity.com from February 2022

 

Oatly – New Normal

Make Oatly more popular than milk by entertaining consumers to change consumption behaviour.

  • Oatly has launched its biggest-ever UK marketing push via a series of mini animations titled The New Norm & Al show
  • The campaign, which aims to spark conversations around plant-based diets being “the new normal”, launched on YouTube and Oatly.com, and track the lives of oat drink-based carton puppets named Norm and Al (norm-al) who are trying to navigate the shift to plant-based eating
  • The campaign ran OOH from 17 to 30 January in London, Bristol, Manchester and Glasgow
  • In addition, Oatly partnered with The Guardian across print, display and audio channels, secured an Observer magazine cover wrap and advertorials plus display takeovers, sliding doors and audio podcast ads
  • Thousands of sample oat coffees in special Norm & Al cups were also given away from ‘Oatly Not Milk Bars’ in both Manchester and London

 

 

Bear Island – Born to Roam

Drive brand awareness and adventure association by utilising influencer partnership.

  • Bear Island invited drinkers to discover their wild side with their new ‘Born to Roam’ campaign
  • In keeping with its adventurous personality, Bear Island teamed up with British explorers The Turner Twins to inspire the discovery of new experiences
  • The new Born to Roam campaign sees Ross and Hugo offering top adventuring tips and advice, along with behind-the-scenes access to their adrenaline-fuelled world through a series of films, stories and events. These are being shared on Bear Island’s Instagram channel @bearislandbrews
  • To support the campaign, Bear Island is giving its followers the opportunity to win hundreds of limited edition prizes on its social channels. One lucky winner will receive a luxury one night glamping stay for six people in Bear Lodge at Kent safari destination Port Lympne

 

Gift Promotions in Sainsburys

Drive multi purchasing for the Valentines occasion with sweet, natural gifting joint merchandising

  • Lindt created an end of aisle stand out FSDU encouraging consumers to gift Lindor chocolate for Valentines
  • Mars created a joint shelf display feature with Galaxy and Malteser packs and ‘I Heart’ Prosecco
  • Consumers offered a free gifting sleeve to transform the chocolates into valentines gifts

Baileys – Valentines specials 

Complementary brand stand out entices consumers to multi-buy for complete gifting solutions for Valentines Day.

  • Baileys collaborated with Ferrero Rocher to create a bay feature for Valentines day
  • A full dressing to the floor, in joint brand colours
  • Baileys also featured a Valentines page on their website inspiring product usage in cocktails and recipes

Days – Better Sex

Days non-alcoholic beer launched a campaign promising customers “Better sex or their money back” for Valentine’s Day. The campaign for the 0.0% beer brand went live with OOH advertising and sampling. Days was determined to start a conversation about the benefits of alcohol-free beer, recognising the impact that excessive alcohol consumption has on sexual sensitivity for both men and women.

 

Interflora – Man – Make Over

Interflora launched a Valentine’s Day social media campaign to normalise the gifting of flowers to men. It found 88% of men have never received flowers and 48% of men would like to. In an effort to combat stereotypes, a selection of Interflora’s most popular blooms underwent a “man-makeover” and were renamed to have more of a masculine feel. The new names for bunches are Stu-lips, Carl-nations and Ross-es.

 

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