Description
CASE STUDY OF SMIRNOFF LIME
Case Study: Drink a vodka to refresh!
Case Study: Smirnoff Lime! Agency: Lokusdesign Background: Getting a product in Indian liquor shops means winning over the tremendous regulatory hassles and visual clutter, with constant brand bombardment, the battle to achieve consumer attention in limited time span is relentless. It was this battle that Smirnoff Lime fought. Smirnoff Lime is a burst of freshness, with the taste of fresh green rind of lime, which comes with a great flavour and fragrance. Therefore, to establish a connect with the consumers, the ideal appeal was to use taste or smell as the marketing weapons. As tasting/sampling was not possible at retail stores, the agency thought of a spray in order to address the ‘smell’ part of it.
Objective: Smirnoff smelled the opportunity and came up with an innovative strategy to reduce the process and time to reach consumer’s wallet – The Spray Tool! The challenge: Lokusdesign’s process of mind mapping and design research brought tremendous limitations to the surface. Thus, the agency focused on:
? ? ? ? ?
Media dark market and hence limited opportunity to communicate; tremendous off-premise regulatory constraints for communication Me-too communication strategies and product launches Lime flavor can be a blockbuster if tried once (how to make consumers try the product?) Consumers can’t experience the flavor (Regulations prohibit bottles to be opened at retail) Off-premise sales are the major contributor to vol./ sales compared to Onpremise Execution: A unique flavor spray tester mounted on a 180ml bottle was designed; at off-premise, a product promotion person would spray the flavor on a tester card and get the consumer to smell it. As the consumer went to the liquor shop with a purchase intention, this flavor testing resulted into faster decision and instant sales. Interestingly, this was the first time ever that at off-premise locations in India, a flavour spray tester was used to instantly connect the consumer to the product. People were stationed outside some selected stores, where patrons were invited to try the sprays. This idea has been successfully launched and is currently under IPR registration process. The flavour of the lime beverage was converted into a spray format in India. While no permissions were needed to place this in-store, flavour migration test and toxicity tests were done. This spray tool was launched in Mumbai and Bengaluru, the latter being the largest market for vodka in India. Approximately, 500 sprays were placed in the two markets, across wine shops. Result: Sales increased whopping 10 times in the first month alone. The response to the spray tester for Smirnoff Lime crossed the expectations.
doc_296389407.docx
CASE STUDY OF SMIRNOFF LIME
Case Study: Drink a vodka to refresh!
Case Study: Smirnoff Lime! Agency: Lokusdesign Background: Getting a product in Indian liquor shops means winning over the tremendous regulatory hassles and visual clutter, with constant brand bombardment, the battle to achieve consumer attention in limited time span is relentless. It was this battle that Smirnoff Lime fought. Smirnoff Lime is a burst of freshness, with the taste of fresh green rind of lime, which comes with a great flavour and fragrance. Therefore, to establish a connect with the consumers, the ideal appeal was to use taste or smell as the marketing weapons. As tasting/sampling was not possible at retail stores, the agency thought of a spray in order to address the ‘smell’ part of it.
Objective: Smirnoff smelled the opportunity and came up with an innovative strategy to reduce the process and time to reach consumer’s wallet – The Spray Tool! The challenge: Lokusdesign’s process of mind mapping and design research brought tremendous limitations to the surface. Thus, the agency focused on:
? ? ? ? ?
Media dark market and hence limited opportunity to communicate; tremendous off-premise regulatory constraints for communication Me-too communication strategies and product launches Lime flavor can be a blockbuster if tried once (how to make consumers try the product?) Consumers can’t experience the flavor (Regulations prohibit bottles to be opened at retail) Off-premise sales are the major contributor to vol./ sales compared to Onpremise Execution: A unique flavor spray tester mounted on a 180ml bottle was designed; at off-premise, a product promotion person would spray the flavor on a tester card and get the consumer to smell it. As the consumer went to the liquor shop with a purchase intention, this flavor testing resulted into faster decision and instant sales. Interestingly, this was the first time ever that at off-premise locations in India, a flavour spray tester was used to instantly connect the consumer to the product. People were stationed outside some selected stores, where patrons were invited to try the sprays. This idea has been successfully launched and is currently under IPR registration process. The flavour of the lime beverage was converted into a spray format in India. While no permissions were needed to place this in-store, flavour migration test and toxicity tests were done. This spray tool was launched in Mumbai and Bengaluru, the latter being the largest market for vodka in India. Approximately, 500 sprays were placed in the two markets, across wine shops. Result: Sales increased whopping 10 times in the first month alone. The response to the spray tester for Smirnoff Lime crossed the expectations.
doc_296389407.docx