Edge Re­tail

Point of Purchase - - CONTENTS -

A unique Scotch aware­ness pro­gram got un­der­way last month to high­light Scotch in a fes­tive mood. The cam­paign was ac­tu­ally called as the “Scotch Fes­ti­val” wherein brands such as Black Dog, Jura, White & Mackay, Dal­more and many more from the USL Um­brella fea­tured in this cam­paign. The cam­paign in­cluded 48 Out­lets com­pris­ing high end Liquor Marts all over Kar­nataka such as Spir­its & More, Wine Sup­ply De­pot, Metro Cash & Carry, Drops To­tal Spir­its, Scotch­yard, Spencers, Hyper­city and many more. Pri­mary ob­jec­tive of the cam­paign, says Mr. Davis from the Mar­ket­ing Team of United Spir­its Lim­ited, was to achieve knowl­edge trans­fer of all Scotch brands of USL to walk - in cus­tomers by way of pre­sen­ta­tion and sam­pling and to the up­grade cus­tomers from whisky to Scotch. The Re­sponse gen­er­ated by the cam­paign was ex­actly as in­tended in terms of achiev­ing the pur­pose of mak­ing con­sumers pre­fer­ring scotch over whisky. Telling us more about the cam­paign, Al­bert & Joseph from Edge Re­tail – the com­pany which was re­spon­si­ble for the De­sign, Pro­duc­tion and ex­e­cu­tion say, Old Half Bar­rels were used and LED lights were placed un­der­neath the Bot­tles by which the en­tire bar­rel was lit up. The Chal­lenge was to dis­play the whole unit as “aged” which is the high­light of Scotch us­ing the Bar­rels and still give an aes­thetic look to the unit within a small space of 4ft x 4ft area in the out­lets. The Lighting pat­tern gave a very ap­peal­ing and warm re­cep­tion to the walk in cus­tomers and got them in­volved in the am­bi­ence. Pol­ished MDF, Eco Sol­vent Prints with Lam­i­na­tion, Lazer cut acrylics and LED’s, were used in cre­at­ing this at­trac­tive dis­play. Fu­ture plans are be­ing put in place to carry the cam­paign to cities in Andhra Pradesh. Now this is what can be termed as a great “Scotch­ing Ex­pe­ri­ence Cam­paign”

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