CASE STUDY - Ocean Spray & Smirnoff 'Perfect Partners'
Provided by Toucan
Toucan created a campaign which cemented Ocean Spray as an alcoholic mixer by creating a strategic partnership with Smirnoff.
What was the Challenge / Background of the Campaign?
Toucan is an independent Brand Activation and Shopper Marketing agency. We specialise in creating engaging, idea driven campaigns for FMCG clients which will get that all important sale. Ocean Spray is used with alcohol on only 25% of occasions. They contacted us when they wanted to increase their share of the mixers market and promote trial of its suitability and versatility as a cocktail ingredient.
What was the Campaign Objective?
The objective of the campaign was to gain trail and build awareness.
What was the Solution?
Our plan was to negotiate a strategic partnership link with Smirnoff through the creation of a value added pack featuring simple cocktail recipes. The activity guarantees Ocean Spray would be sited in the beers, wines and spirits aisle and led to the creation of a 250ml Smirnoff and Ocean Spray pre-mixed can.
What were the Results?
180,000 units of the value added pack were sold. Listings achieved across major multiples, convenience and cash & carry sectors for both SKUs, with the pre-mixed can now part of a growing portfolio of single servers.
What were the Key Learnings of this Campaign?
After 22 years Toucan is still an independent company. Our clients say they love our agility and flexibility. We have no constraints and complications from a parent group or other affiliations. We believe our people are our biggest asset, our creativity and our culture get us noticed - we're an approachable, friendly family that our clients become part of too. There's no one-size-fits-all mantra at Toucan; we ensure a tailored approach to every brief to get big results, whatever your budget.