SHOPPER MARKETING PROGRAM

BACKGROUND:

Mass-market beer brands are loosing their shares because of small exclusive „home-made” craft beers. The goal was to create a strong reason-to-buy for Żywiec (Heineken) products.

IDEA:

We created new consumption & shopping occasions, based on matching different beer flavors with appropriate food  … delivered through both the internet and a retailer Partner – Carrefour.

IQFM’s RESPONSIBILITY:

Shopper marketing strategy, big idea, creative concept, promotional concept.

Photo shoots, POSM design, POSM printing.

Cooperation with bloggers, cooking contest, helpline.

Products, gifts and POSM merchandising – logistics, montages and weekly visits during 6 months.

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