Award winning distribution drive for Asahi’s Peroni in a Can
Launching the sleek ‘Peroni in a Can’ into the Convenience market was a strategic move, backed by our dynamic team of sales experts dedicated to Peroni’s success.
This was no ordinary distribution drive…
‘se non fa freddo non viene venduto’!
The goal, in practical terms, was to select and visit over 6,000 independent stores and convenience outlets with the overall objective of gaining NEW distribution points, as well as launching Peroni in a Can into the marketplace. Another major objective was to sell in and install ‘pop up’ semi-permanent chiller units in premium independent convenience outlets across the UK – ‘se non fa freddo non viene venduto’!…which means, ‘if it’s not cold, it’s not sold!’
Adding an extra shot of Peroni Magic was…
No problemo!
Leveraging smart branded vehicles, slimline chilled POS units, and innovative Augmented Reality technology, we crafted a captivating ‘Italian Job’ style retailer reward convey. Through targeted call files and ongoing analysis, we optimised ROI, surpassing chiller placement targets and driving substantial sales uplift.
The results speak for themselves!
Exceeding NEW distribution targets
Achieving a 212% chiller sell in and placement, significantly in excess of target! We also exceeded the target number of NEW distribution points across all Asahi skus and sited over 4500 POS Barkers and gained over 2000 incremental brand facings!
The retailers were also delighted…
“It was like nothing I’ve experienced before! Loved the Italian cars, and I love the chiller unit; my customers all say it looks great in my shop.”
This multi award-winning campaign clinched 4 Field Marketing & Brand Experience Awards, showcasing our expertise and impact.
Here’s what our client said:
“Just to say thank you. This is truly a fantastic achievement! Peroni has the credibility to be able to behave differently and command a premium in the category – the way this campaign was executed had every touchpoint feeling on brand. I have to say I was even doubting whether it would be possible to get so many units out into trade, not only that but the right type of outlet. Absolutely exceeded all expectations!”
Asahi UK