The task
Help retailers grow its beer and cider sales by encouraging convenience shoppers to buy more, more often and encourage them to trade up to more profitable products.
What we did
We used simple navigation tactics to promote Carlsberg brands where they’re usually found, we also placed POS away from the beer and cider aisle to interrupt shoppers and link them back to the desired location. The design purposely used a generic, un-branded approach so it felt helpful and inspiring, rather than overtly salesy.
The campaign allowed consumers to find what they’re looking for quicker and helped increase impulse purchases which increased basket spend.
Impact
Launched with a small selection of convenience stores on a trial basis, the POS had an immediate effect on sales, particularly within larger convenience stores. This work forms part of a category driving initative for the convenience sector called 'Inspiration Brewing'.
