ABOUT

The Brief

To define the brand positioning of E&J Brandy in the UK market and develop new creative to reflect this
To support the launch of E&J Brandy in the off-trade through the development of various brand communications
To develop a consumer promotion to raise brand awareness and encourage trial/repeat purchase
Our Solution

Developed a more urban/premium look & feel in response to market research
In-line with the new urban theme/brand demographics, developed an on-pack promotion offering consumers the chance to win a set of premium headphones
Proposed a unique shaped necker for greater shelf standout – in-store visibility was crucial as there was no additional POSM support
Directed consumers to a microsite to enter the competition to provide data capture opportunities
Encouraged repeat purchase by printing a unique code on each necker and allowing multiple entries providing a different code was entered each time