Coca-Cola Amatil (CCA) is reporting up to 40 per cent sales increases on mixers and spirits involved in its instore digital cocktail platform.
The Mixxit@Home Cocktail stand promotes CCA spirits, such as Jim Beam and Canadian Club, and soft drinks via tablet displays in liquor retailers.
Shoppers are suggested cocktails based on entered requirements, such as a catering head count or whether a drink is needed for a dinner party or barbeque.
The signage, which was designed by The Zoo Republic and supplied by id8 Studio, aimed to increase basket sizes for participating retailers by targeting overwhelmed liquor shoppers.
“The spirits category can be difficult to shop. We needed to address shopper anxiety and make cocktail shopping easier,” says Karen Spear, director of shopper marketing, The Zoo Republic.
“While shoppers love the concept of cocktails at home, they often abandon the idea instore and instead stick with favourites such as beer, wine, and cider.”
John Murphy, CCA MD of beverages, said the results were overwhelming, with some retailers showing up to 40 per cent sales increases on participating liquors and soft drinks.
“Much of the innovation in the retail sector over the last 15 years has been product based,” he said.
“We are committed to delivering category-based solutions that will drive incremental basket purchase and create repeat visits from consumers.”
CCA’s existing trade website, Mixxit, was utilised for the campaign, with the iPad stations positioned end of aisle or off location in liquor retailers.
The Zoo Republic also supplied creative assets to retailers so they could promote the displays on their own social media and consumer channels.
The Mixxit@Home Cocktail was last week awarded top gong for outstanding achievement in shopper marketing at POPAI’s Marketing at Retail Awards.
