Flying in the face of promotional clutter
Your average liquor outlet is a patchwork of promotional chaos. Achieving cut-through in this
environment is a taxing task. Flying Fish, a flavoured beer, needed to advertise its availability across various classes of trade and launch itʼs new ʻChilled Green Appleʼ variant, while showcasing its philosophy of ʻadding flavour.ʼ It needed to fly in the face of the usual but do so in all the usual places.
To introduce the new variant and give consumers a taste of the brandʼs ability to add flavour to life, the ʻChilled Challengeʼ was born. This involved buying a Flying Fish, following the on-pack instructions and uploading proof of the completed challenge for a chance to win. Sampling was simple – receive a free Chilled Green Apple when purchasing any other flavour. Availability indicators on poles rose above the clutter, drawing attention to the productʼs whereabouts. Wobblers and price cards had strategic cut-out shapes to reinforce the brandʼs iconic blue ribbon, while die-cut waves made stacked products look as if they were floating. All merchandise was scalable and modular for complete flexibility.
All the flavours flew off the shelves. Pressed Lemonʼs growth hit 64% at the height of the campaign, with Chilled Green Apple growing by 25% and Crushed Orange growing at 11%. A fly result so to speak.