Hertfordshire-based consultancy Fall Off the Wall has created a digital point-of-sale campaign for drinks brands Bacardi, Jack Daniel’s, Southern Comfort and Bombay Sapphire.
The consultancy was appointed by brand-owner Bacardi following a three-way pitch in June 2008, according to managing director Justin Douglas.
Fall Off the Wall was briefed to create a campaign that would capture the consumer’s attention, unlike normal, static point-of-sale initiatives.
The campaign, designed for pubs and bars, features a box which sits on the back bar, masquerading as a shelf.
The box houses a screen that shows a DVD of the brands’ spirit bottles.
According to Douglas, each bottle will be static for 60 seconds before running into an individual animation for each brand.
Douglas says each animation relates to the ‘perfect serve’ of each drink. For example, the Bacardi animation sees a Bacardi bottle spinning around before morphing into a mojito, and the Southern Comfort animation promotes serving the drink with lime and lemonade (pictured).
The Jack Daniel’s animation sees a bartender reaching into the box from above to pick up the bottle, before mixing an Apple Jack (a Jack Daniel’s with apple juice), while the Bombay Sapphire animation sees vegetation growing around a Royal Sapphire cocktail.
Only one brand is shown at a time, and the animations run into each other through the use of animated curtains and blinds.
Douglas says, ‘The end result is a static shelf where weird things happen. It’s positioned in the back bar to catch the eye of the customer waiting to get served.’
The campaign is being trialled in 20 bars around London from today, and its success will be measured on sales figures in the outlets chosen for testing.
If successful, Douglas says, the campaign could be rolled out to 500 bars nationwide.