Alcohol full ezine

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FULL COMMERCE AGENCY

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O

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DIGITAL PRODUCTION

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WEB3 COMPANY

GLOBAL INDEPENDENT MINORITY-OWNED

About US

Madrid Atlanta Miami Mexico City

Bogotá

Santiago

Buenos Aires

100 people in 5 continents, immersed in the nuances of each marketplace.

Dubai

Johannesburg

Adapting and evolving as the needs of shoppers and brands change around us.

About US

WHAT WE DO

GET TO KNOW US

We convert shoppers into buyers using an omnichannel approach, considering all touchpoints of the commerce experience and using the appropriate message, medium and technology to reach them.

∙ Founded in 1986 in Mexico ∙ Supporting clients in North America for 15 years ∙ US Hispanic marketing expertise

Our network Digital production company.

Futures-led web3 company.

Notable client partners

Our Capabilities RETAIL & SHOPPER ∙ End-to-end Integrated Campaigns ∙ Physical + Digital + Social ∙ Customer Strategy and Marketing ∙ Content Production ∙ US Hispanic Marketing

EXPERIENTIAL ∙ On + Offline Brand Experiences ∙ Digital Integration ∙ Retail Experience Design ∙ Content Production

PROMOTIONS ∙ Transactional Ideas ∙ Customer Implementation ∙ Social Integration ∙ Content Production

DESIGN & INNOVATION ∙ Emerging Technology ∙ Visual Identity System ∙ Packaging & Structural Design ∙ Content Production

E-COMMERCE ∙ Ecommerce Strategy and Digital Planning ∙ Customer Journey Analysis ∙ Industry research / Benchmarking

RETAIL MEDIA ∙ Strategy, Optimization, Implementation and Management for Media Campaigns for Retailers

PRODUCTS & PLATFORMS ∙ Web responsive and native applications ∙ UX / UI Development ∙ CRM and Loyalty ∙ Content Strategy and Optimization ∙ Auditing, Insights, and Performance Optimization

CONTENT ∙ Content Strategy and Optimization ∙ Media and Content Distribution ∙ Digital Paid Media ∙ Data Analytics ∙ Performance Campaigns and Branded Content

Multicultural & Design

Mango Shotta Day of the Dead Program WHY Sazerac was launching a Mango and Jalapeño flavored Tequila: Mango Shotta, a spirit intended for shots and geared towards a multicultural Gen Z target.

It was the perfect occasion to create a shopper program to link the Mexican-inspired spirit to a culturally symbolic and traditional holiday: Día de los Muertos.

WHAT We were tasked with building a compelling 360˚ on and off premise national shopper campaign for Mango Shotta to drive awareness, trial and excitement for the launch. We focused on Día de los Muertos, a celebratory occasion to remember loved ones by sharing a meal or drink with them as one would when they were alive.

Multicultural & Design

HOW Drawing on this inspiration, we created a creative concept that highlights the intrinsics of the spirit and taps into authentic cues from the celebration that would connect with our multicultural target and bring new consumers to the brand. We created disruptive activation materials that encouraged shoppers to “take a shot” and participate in a seasonal sweeps promo.

FOOD AND DRINK

OFRENDA “OFFERING”

Tequila lies at the heart of this occasion: both as one of its most endearing customs at the "ofrenda” and as one of the most popular picks for celebratory toasts.

Families create ofrendas (Offerings) to honor their departed family members that have passed.

These altars are decorated with bright yellow marigold flowers, photos of the departed, and their favorite food and drink.

CALAVERAS Y CATRINAS

MEXICAN MARIGOLDS

Calaveras and Catrinas are ubiquitous during Day of the Dead.

The skulls are often drawn with a smile as if to laugh at death itself.

Sugar skulls are decorated and placed on ofrendas of loved ones.

Marigolds are believed to be the pathways that guide the spirits to their ofrendas. The flower’s vibrant colors and scent attract the departed souls. They symbolize the beauty and fragility of life.

OFRENDA BOX

Multicultural & Design

LIQUOR STORE POS

Multicultural & Design

ON-PREMISE POS

ON-PREMISE ACTIVATION IDEAS

PAPEL PICADO

BAR OFRENDA ALTAR

FLAT CARDBOARD MASK

SKELETON HAND SHOT

PAPER MARIGOLD FLOWERS

LED CANDLES

Promotions

Sazerac’s 99 Brand Summer Seltzer Program WHY Millennial consumers were more eager than ever before to get back out and socialize during the summer season and were often topping off their hard seltzers with flavored liquors to get the party started.

WHAT Create a 360 program that would appeal emotionally to this consumer, using promotional hooks as incentive to stock up on the portfolio of 99 Brand for their seltzer top-off behaviors.

HOW Develop a seasonal program with cues to 90s nostalgia, including fun gifts-with-purchase and promo offers that drive transactions.

Design disruptive modular solutions to fit each channel and retailer space.

Play Video

Content Creation & Production

Surviving the Holidays with Sazerac WHY “The Most Wonderful Time of the Year” is also the most stressful. Studies show that 80% of consumers find the holidays stressful. The pressure to be the perfect host, to find the right gifts, and attend all the gatherings is high…

So, what better way to beat holiday stress than with the Sazerac spirits portfolio – there is something for everyone to survive the holiday season. It’s a great opportunity to push trial and brand awareness through a transactional shopper program with an exclusive content giveaway.

Content Creation & Production

WHAT We created and curated special holiday-occasion themed content featuring hosting tips, fun activities, holiday crafts, and most importantly a series of exclusive Sazerac cocktail recipes – all designed into a 30 page, 5-section Hosting Guide produced exclusively for the brand.

DRINK SPECIAL

CRAFTS & DECOR

FOOD RECIPES

PARTY HACKS

GAME IDEAS

Content Creation & Production

HOW By scanning a QR on thematic POS that we developed for participating liquor stores, the shopper is directed to a landing site to download an exclusive Holiday hosting guide filled with content to beat the Holiday craze while driving trial and recipe experimentation with their portfolio of products.

Shopper & Design

Stella Rosa Spicy Wine Launch WHY Stella Rosa was the first wine brand to launch a line of Spicy Wines. The popularity of spicy foods and beverages has increased, largely due to the influence of global cuisine on American palates.

WHAT Stella Rosa had the unique opportunity to resonate authentically with young females skewing Hispanic – as they launched nationally at retail. There was a need for awareness-building evergreen materials as well as seasonal activations for cultural consumption occasions such as Cinco de Mayo.

HOW We created the concept “Spice is Our Thing” to invite women to feel empowered to rock their spicy attitudes and try out the new wine made with them in mind. Leveraging brand photography, we built the colorful core communication placing the product as hero and inviting shoppers to scan for cocktail recipe inspiration. Knowing the natural pairing of tacos we created materials specially for Taco Tuesday, segmenting the messaging depending on the path to purchase.

Activation thought-starters would help sell-in the launch and provide retailers with ideas on how to plus-up commercial activity.

Shopper & Design

RETAIL

PALLET DISPLAY Perimeter | Lobby

POLE TOPPER Perimeter | Spirits Aisle

RETAIL

CASE TUCKER Cross-Category | Produce

TRY OUR TACO TUESDAYS SPICY PAIRINGS

Shopper & Design

RETAIL

NECKRINGER Cross-Category | At Shelf

TRY OUR SPICY MARGS

E-COMMERCE

Pre-Shop | Off-Site Ads – Banners @ Food Publications

Banners using our campaign imagery to drive traffic to our retail partners,

Shopper & Design

E-COMMERCE

Adjacencies | Retail Media Digital Assets

@ Groceries Home

@ Wine Section

@ Stella Rosa’s Store

@ Produce

@ Product Page

THOUGHT STARTERS

EXCLUSIVE TACO TUESDAY TOTE BAG

SPICY TUESDAY MEAL KIT

Shopper & Design

THOUGHT STARTERS

SPICE UP YOUR LIPS

SPICY LABELS

THOUGHT STARTERS

STELLA ROSA TACO HOLDER

SPICY MARGS BUNDLE

Experiential & Promotions

Fireball On-Premise Activations WHY We needed to rethink our communication towards GenZ and re-ignite the brand’s spirit to unleash its full potential in on-premise outlets. To do this, we had to place the iconic Dragon Man at the center of our activations driving trial and renewed awareness of the brand.

WHAT As Fireball Whisky welcomed a younger generation to their brand it became evident they were losing ground in the category.

What previously resonated with their shopsumers was no longer relevant or driving trial in the on-premise channel.

Experiential & Promotions

HOW We created a toolkit of channel-specific activation ideas to turn “Dragon Mode On”, including: - The perfect serve - Hot zones signage - Consumer engagement - Bartender programs

Driving relevance at On-Premise Dragon Man’s Role in the journey

DISCOVER

ORDER

Remind them that they are allowed to be “mischievous”

Call out their personal dragons out of the cave to bring “mischief” to the table.

Social Media Transition POS Permanent POS Special Activations

Menu Boards / QRs Bar Counter POS Bartender Recos’

EXPERIENCE

ADOPT

Provide ways in which they can “elevate” the ritual.

Become the safego-to “voice” that enables the best nights out.

Perfect Serve Ritual Add-ons

Special offers Giveaways

Experiential & Promotions

THE PERFECT SERVE

HOT ZONE SIGNAGE

Experiential & Promotions

CONSUMER ENGAGEMENT

BARTENDER PROGRAMS

Retail & Design

RTD Cocktail Launch: Deep Bay WHY Ready-to-drink cocktails have become one of the beverage industry’s biggest success stories.

As more consumers shift away from beer and towards RTDs cocktail innovations, Sazerac used this opportunity to launch DEEP BAY, a refreshing ready to drink canned cocktail with zero sugar, zero carbs, less alcoholic volume, yet all the flavor with ”better for you” ingredients.

Convenience is king when it comes to RTD cocktails, and what channel to better emphasize this than in C-stores.

WHAT Sazerac tasked us with creating an evergreen (always-on) and promotional shopper program for DEEP BAY to create brand awareness and drive trial as they expand their distribution, focusing on intercepting the crowded cooler area and geared towards younger millennials.

FULL OF FLAVOR. NO CARBS OR SUGAR.

GIN + SODA + CITRUS MINT

GIN + SODA + CITRUS MINT

0 SUGAR | 0 CARBS 110 CALORIES | 5.5% ALC/VOL

Retail & Design

HOW With this target in mind, we designed key visuals that: • Emphasize the flavor cues and the core attributes of the product • Have clean, impactful designs that connect directly with the packaging color coding and break through the clutter • Have simple, clear messages that highlight the intrinsics of the product and are easily decoded • Utilize evergreen designs that could work independent of seasonality, and modular color-blocking made it versatile and adaptable to different formats

Retail & Design

POS @ COOLER AREA

VODKA SODA

0 CARBS

0 SUGAR

LIME

FULL OF FLAVOR

FULL OF FLAVOR

Retail & Design

Evergreen Campaign For the summer occasion, we designed lifestyle imagery that connected to the season while still highlighting the product intrinsics

Promotional Campaign A simple promotional mechanic to incentivize participation for a chance to win a trip to Deep Bay, Barbados plus other instant prizes and discounts

Shopper & Promotions

Stella Rosa Summer Passport Program WHY Stella Rosa wanted to grow their category by recruiting a younger, multicultural demographic and surprising shoppers with fun experiences. The summer season is the ideal time to socialize, travel, try and explore new things and served as the backdrop for our SR Summer Passport campaign.

WHAT Stella Rosa collaborated with Contadina to bring shoppers delicious recipes from all over the world, new pairings, exclusive giveaways and the chance to win an exciting trip to cruise around Europe.

HOW We created an original concept “Explore a Taste Beyond Borders” that informed the creative territory for the campaign. Leading with a message of discovery, we invited shoppers to try the portfolio of Stella Rosa wines to make their summertime moments more flavorful. We segmented communication to focus on Contadina or the cruise, depending on the shopper journey.

Deliverables included crafting the picture of success and designing disruptive activation materials both in-store and online.

Shopper & Promotions

SHOPPER PROGRAM COMMUNICATION ARCHITECTURE DRIVING ENGAGEMENT & PURCHASE INTENT ALONG THE SHOPPER JOURNEY

@Perimeter

Lobby or Wine area (featuring SR only, no Contadina)

Deli or Wine area (joint display with Contadina + SR wines)

Focus on SR Sweeps + SR food pairings

Focus on SR/Contadina recipes

@Cross-Category (the tomato sauce aisle)

@Shelf (the wine shelf )

Focus on SR/Contadina recipes

Focus on SR Sweeps + SR food pairings

MODERN TRADE

POINTS OF ENGAGEMENT (POE)

Perimeter

Cross Category

At Shelf

Lobby (Pallet Display)

Tomato Sauce Aisle (Shelf Talker)

Wine Aisle (Neck Ringer, Shelf-talker, Aisle Interrupter)

Deli or Wine Area (Joint Display) Wine Area (Case Sleeve, Case Tucker, Case Card)

Shopper & Promotions

Shopper & Promotions

Shopper & Promotions

READY TO PARTNER CONTACT US TODAY Laura Korchinski VP Account Services US Laura.korchinski@visuallatina.com 404-539-1589 welcometovisual.com