The Client
A Portfolio Play of colour exclusively for Sydney Mardi Gras 2018 across brands Patron Tequila, Southern Comfort, Alize, Fireball, Green Fairy Absinthe and Negrita Spiced Rum.
The Challenge
An execution was required to represent a portfolio of products that didn’t naturally fit together by category or drink usage. It needed to have high appeal to get the Retailer to approve activity with short notice outside of the usual approval channels and work almost as a guerilla marketing style approach to support the Mardi Gras in Sydney, 2018.
What We Made
Think: How could we creatively bring the brands together under the LGBTIQ rainbow banner and deliver on the Client and Retailer challenge.
Make: We kept the FSDU design simple with just a 6 tier display however incorporated the Mardi gras colours by wrapping the display in a rainbow flag that gives the impression of a sequin shroud. Also embedded in the header card was a series of flashing LED lights that would bring the FSDU to life and disrupt the shopper.
Deliver: The Full Standing Display Unit was a simple and quick install by the Client Sales team, and only required 1 person, an allen key and 15 minutes. Each unit was built to accommodate 1 case of stock and was positioned in key real-estate in each store which increased sales by 200% during the Mardi Gras period.
