A number of alcohol beverage suppliers have been recognised at the 2016 POPAI Marketing at Retail Awards for best practice, innovation and excellence in retail marketing. Gold, Silver and Bronze medals were awarded to Carlton & United Breweries (CUB), Treasury Wine Estates (TWE), Brown-Forman, Accolade Wines, [yellow tail], Diageo and McWilliam's Wines.CUB's BWS mobile campaign for Great Northern Super Crisp Lager won Gold in the Mobile, Social and Online category. Created by The Zoo Republic, the campaign marked Australia's first 'closed loop' mobile sampling platform. By integrating their technology into BWS' point of sale software, CUB was able to capture individuals across their unique sampling journey to receiving a free beer.
Some 34,032 unique target customers engaged with the campaign's microsite. Once activated, 87 per cent of respondents redeemed within two days and the data of 14,403 consumers was collected to help build better shopper profiles.
TWE also scored Gold for its Pinnacle of Premium Wine campaign, created by Creative Instore Solutions and executed in BWS stores. The in-store activation combined front of store window placement, key placement of the Penfolds product range and a focal point for wine tastings and education panels in-store.
POPAI's General Manager, Lee McClymont said, "The retail environment is changing at breakneck speed, with the integration of new technologies, and the industry is rising to the shopper sophistication challenge.
“In the liquor entries, we saw some strong thought leadership around harnessing technology to improve the shopper experience. We also saw some simple yet highly effective campaigns to engage and convert shoppers.”
Brown-Forman won a Silver Medal for its Jack Daniel's 'win a smokey mountain cooker' campaign, which was created in conjunction with Blue Star Display and run in BWS stores, while Accolade Wines received Silver with agency What to Do for the Grant Burge PMS 202 permanent display, which aimed to increase in-store visibility of the brand.
[yellow tail]'s 'the antidote to serious' promotion, created by One Partners, won bronze, as did Diageo's Bundaberg Legends campaign, which brought together sporting legends and the Bundaberg brand in-store. McWilliam's also won Bronze with its off-location sparkling display created by Creative Instore Solutions.
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