Sierra Nevada wanted a best-in-class display program to drive sales for their key summer products (Pale Ale & Hazy Little Things). Their “Go Summer” promotion aimed to connect their brands to target drinkers through outdoor activities. The program elements had to be unique and eye-catching, while fueling summer adventures and capturing the excitement of the outdoors, road trips, and camping. They wanted a floor display to highlight Sierra Nevada cans, and a pole topper to bring the camping theme to life.
The goal was to motivate shoppers (at the point-of-purchase) to choose Sierra Nevada for their next adventure. These displays would also be used at Total Wine and Beer Camp events, so they had to be unique to past projects. The client required that they meet the following criteria:
•Pack and ship in as few boxes as possible •Translate supplied 2D camping art into a dimensional display •Feature life-sized packaging on top of the RV
The target was male and female shoppers, ages of 25-49. Over half of this group is college educated with an income of $100k+. Sierra Nevada has a high association with outdoor activities and is popular among those who enjoy walking, hiking, camping, and other forms of exercise. They are likely environmentally conscious and enjoy dining out, visiting the beach, and attending live music events. The target shopper is also engaged with alcoholic beverages and purchases across multiple categories.
Beverages - Beer
by Innomark Communications
for Sierra Nevada Brewing Company
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