“The best selection box I’ve ever seen”
“The best selection box I’ve ever seen”
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NPD: PRODUCT STRATEGY & DEVELOPMENT
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BRANDING: STRATEGY, IDENTITY, DESIGN
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E-COMMS LAUNCH
🌀 NPD: PRODUCT STRATEGY & DEVELOPMENT 🌀 BRANDING: STRATEGY, IDENTITY, DESIGN 🌀 E-COMMS LAUNCH
THE CLIENT:
Vocation Brewery
As a core range beer and their flagship dark beer, Naughty & Nice Chocolate Stout was one of Vocation Brewery’s key brand assets, and an opportunity for brand extension through Special Edition releases. With a successful multipack released as a gifting opportunity in November 2021 and selling our within three months, they wanted to take it to the next level for Christmas 2022.
THE BRIEF:
THE DELIVERABLES:
We build cut-through and resonance for the Christmas 2022 release by going high-concept with the products and identity; turning Vocation’s Chocolate Stout into a selection box recreating some of the most beloved and recognisable confectionary brands around, complete with a cheeky play on words and wordmark to tie them all together into a cohesive gift pack.
We got sued.
Only joking!! We did get a strongly-worded letter suggesting that we might want to stop selling the beers. Didn’t matter though - we didn’t have any left.
All 37,500 cans had been sold within two days of launching. Vocation’s e-commerce channel had its busiest two days on record, and external stockists had saw a rise in traffic among people hunting down the gift packs and keg and cask versions of the beers, strengthening Vocation’s commercial relationship with trade customers.
Revenue generated in those two days by the gift packs and add-on sales via e-comms and trade totaled over £300,000. That’s cause for Celebration.
THE RESULTS:
