With Gin officially being the nation's favourite spirit, and with over a quarter of the population purchasing Gin in 2018-19, up from just over 10% 4 years ago, we were challenged to inspire shoppers to explore (and buy) the variety of brands and flavours of Gin available at Co-op.
The creative strategy
We wanted to make Co-op a destination for exploring gin. So we introduced shoppers to: ‘The Ginporium’ - A place to rediscover the G&T Capitalising on the popularity of gin-infused experiences like gin hotels to gin tasting, we created an in-store gin discovery experience excited shoppers and encouraged them to try different gins with ease.
We created a bespoke ‘serves’ wheel, which offered an interactive touchpoint to educate on ingredients, whilst encouraging them to try something new. It also inspired shoppers with perfect pairings based on the gin they chose.
We also activated media by soft drinks to help increase the visibility in-store and fully dressed a dedicated gondola end secondary feature space to be the focal point of The Ginporium.
The campaign was a huge success driving +15.2% incremental category sales value, the equivalent of + 2150 more bottles during the campaign sold than usual.
Whilst alcohol is a top purchase at Co-op, being a convenience retailer, shoppers often assume Co-op doesn’t have a broad range of spirits to choose from.
We wanted to prove them wrong. We knew Brits were increasingly interested in really ‘tasting’ gin and it’s flavour profile due to the popularity of flavoured and premium gins. But, they often feel a little overwhelmed by the choice, despite the variety being a draw for shoppers. Plus, whilst the standard mixer for gin is tonic (70% of gins are paired with tonic), there are many different flavours of tonic as well as new mixers to pair too.
We needed to make it easy and inspiring to discover different gins and serves at Co-op.