Seagram’s Gin

Merchandising & Promotions

Pernod Ricard USA/Seagram’s Gin

case-seagrams

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 purchase.
  • Design promotional elements to support and express the theme of the program, illustrate the brand’s image and engage the consumer (Ex: DJ program, Calendar Model Search, Seagrams Live Tour w/ 15 Seconds of Fame).
  • 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 by 33%, preference and penetration among target consumer.

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