seagrams


Merchandising & Promotions


companybrand


Pernod Ricard USA/Seagram’s Gin



program


On & Off Premise Merchandising Program



opportunity


Develop and procure a national merchandising program and promotional elements to support the launch of all new Seagram’s Gin and Gin & Juice Flavors, including Seagram’s Lime Twisted Gin, Seagram’s Gin & Juice Purple Rage, Seagram’s Apple Twisted Gin & Seagram’s Orange Twisted Gin.



plan


  • Create unique and relevant promotional themes that create a buzz among specific target demographic and encourage consumer purchasing decisions.
  • Design promotional elements to support and express the theme of the program, illustrate the brand’s image and engage the consumer.
  • Procure all program merchandising & promotional items.
  • Develop merchandising program execution manual to ensure consistent program execution nationally.



results


  • Company-wide adoption of merchandising program and executional elements.
  • Enhanced Seagram’s Gin brand image, awareness and preference.
  • Increased case sales, preference and penetration among target consumer.


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