Challenge
Labatt is an international brewer with over 60 beers marketed in
Canada. The key summer selling season is traditionally the biggest for
beer. Labatt wanted to support its three biggest brands – Kokanee,
Budweiser, and Labatt Blue – with one summer retail promotion. It needed
to provide consumers with the best value through a 24-can suitcase
pack, and give retailers increased sales and profits.
Action
Summer is time for backyard BBQs, weekend beach parties and long
lazy weekends! To alert customers to this special 24-pack, NextPhase
created point-of-sale material and an in-store draw to help drive
consumer sales. Each store received a ‘Keep It Cool" kit that included a
LGD 40 Can Cooler, a Kokanee Patio Umbrella, Kokanee Beer Coolies and a
Budweiser Beach Towel. Stores also received promotion kits consisting
of a 5.5’ floor stand display, danglers, fridge clings, ballot box with
in-store draw header card, entry forms and a ‘Keep it Cool Kit’ prize
package.
Results
The promotion was a hit with retailers. Said Tanya Oliva of Labatt
“We had a record number of retailers put up our promotion because it was
fun. We achieved 122% of our target sales – which was great.”
