A Burst of Inspiration
1. Malibu for the Best Summer Ever
Submitted by John Badami, director, promotion division, InnerWorkings Inc., Chicago.
The Client: Pernod Ricard USA, a premium spirits and wine company in the U.S., and the largest subsidiary of Paris-based Pernod Ricard SA, a co-leader in the spirits and wines sector worldwide, and No. 1 in the premium segment. Malibu is a flavored rum-based liqueur made with natural coconut extract.
The Goal: InnerWorkings was tasked with creating a permanent retail display for Pernod Ricard's Malibu brand. The display needed to resonate with customers and retailers alike in order to boost the international spirits maker's share of the flavored rum market.
The Solution: InnerWorkings brainstormed ideas that would capture the Malibu brand's iconic summer appeal and generate floor traffic year-round. The company settled on a sand-sculpture themed and textured design, atop a whitewashed wood base.
The Outcome: "Since the display has appeared in stores, Malibu has outperformed the rum category," said Badami. "In the latest 52 weeks, for example, Malibu grew 1 percent to represent 48 percent of all flavored rum sales, while the flavored rum segment declined 4 percent and the total rum segment declined 1 percent(1).
"Due to its excellent production quality and positive response, Pernod Ricard is offering the piece again for additional field sales buy-in and execution across both retail and event activations," he added.
1. Source: Nielsen, XAOC + Liquor - Washington Food, 52 weeks ending 9/27/14.
2. Los Angeles Tourism
Submitted by Walter Hill, president and CEO, Icon Blue, Los Angeles.
The Client: Los Angeles Tourism & Convention Board (LATCB). The mission of the LATCB is "to advance the prosperity of L.A.'s visitor economy and the livelihoods that depend on it."
The Goal: The LATCB needed a universal product to present to its foreign counterparts-something that would be well-received on a global scale, whether in the U.S., China or Australia. The item would then be handed out to visiting dignitaries as a way to promote Los Angeles as a travel destination, Hill added.