Ginporium

Gin
& Tonic
Anyone?

Welcome to the Ginporium.

Challenge

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 the variety of brands and flavours of Gin available at Co-op, whilst educating them on how to enjoy the perfect serve at home.

Co Op Gin Header

Approach

We identified that Co-op and Gin premium shoppers were interested in experimenting with their Gin choices and were likely to try new taste profiles. Given that 70% of current Gin's serve with tonic water, we celebrated unique twists with unusual mixers throughout the campaign, and tailored our activation around this interest with 11 brands.

Creative Strategy

The Gin category was given top of mind feature space across selected Co-op stores. We introduced a serve wheel, which offered an interactive touchpoint to educate shoppers on gin ingredients, whilst encouraging them to try something new. We also leveraged cross-category promotion via soft drinks to help increase the visibility in-store. The activity was implemented in ‘Premium Stores’, in affluent areas and higher basket spend.

Co Op Gin Case Study

Results

0
% increase in incremental category value
0
+ bottles of gin sold
0
% Average brand sales uplift

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