Soberano 5 is a high quality Spanish brandy that has recently won Gold in the 2021 International Spirits Awards, and the brand wanted to use this moment as an opportunity to increase volume sales in Asda & Morrisons.
By focusing on the heritage and quality messaging of the brand, we set out to increase awareness within brandy shoppers and gain market share from competitors using an on pack promotion.
Knowing that Soberano consumers may have tasted the product whilst in Spain this may evoke positive associations with travel to Spain, and our activation focused on this aspect.
Executed via a neck collar on pack – driving standout on shelf – the promotion offers shoppers the chance to win a 12 night cruise to Spain for two. The neck collar also highlights the ISW Gold Medal awards, highlighting the brand’s quality credentials.
The promotion runs on pack from September to end of December 2021