Shopper Marketing
Crispin Cider - June 2020
Created a strategy for converting female wine drinkers to cider in Whole Foods and Binny's storefronts using a consumer insight that women use moments of drinking together as a way to step away from societal expectations. We challenged them to divert from the "wine night" stereotype by being an "out-cider" because sometimes different is refreshing.
What I Did
Uncovered Consumer Insights
Developed Creative Brief
Created Campaign Name & Design
Produced Shopper Marketing Strategy
What I Learned
This project really put my creative, strategic, and pun-writing skills to the test. Through our observations, my team realized that there were many de-selection barriers at play as women tend to associate nights in with friends with wine and Crispin lacked visibility in the wine section of Binny's and Whole Foods. By changing the placement of Crispin in store and clearly positioning cider in our signage as an alternative to wine, we invited women wine drinkers to try something new. Not only did I learn shopper marketing and retail strategies through this process, but also furthered my understanding of how to get creative on a large scale and with limited space.