When it comes to whiskey no one does it better than the Jack Daniels family. The challenge is shoppers are showing frustration with having super premium spirits tucked away behind the counter acting as a large barrier to visibility and education. Studies have showed consumers trade up to premium portfolio during key gifting periods such as Fathers Days et. With these studies in mind the drive was to educate the consumer on the full Jack Daniels family of brands.
To do this, we created an off–location display that was a showstopper. The display showcased and communicated at proximity in–store, as well as educate consumers. Through better education and product visibility at close range, shoppers were better placed to trade–up when choosing super premium product options for themselves or as gifts, driving sales growth and better margins for the brand and retailer alike.