The @Smirnoff Ice Rocket: point of sale marketing just works.
Posted: September 1st, 2011 | Author: Erica | Filed under: Advertising, Branding & Retail | Tags: marketing, packaging, point of sale, POP, recipe, Rocket, Smirnoff Ice | Comments OffI have a soft spot for point of sale marketing. I started my design career making big, glamourous printed POP for a streetwear line, and went on to design ePOP (digital signage) that worked with RFID for a multi-million dollar garment manufacturer. You literally picked up an item, and the RFID chip told the signage what commercial to display. Nuts.
Anyways. Smirnoff impressed me with a very simple point of sale branding tweak on their Smirnoff Ice product. Presented in popular infographic style, “Create the New Smirnoff Rocket” presents a simple recipe (1/2 beer, 1/2 Smirnoff Ice) that gets at the heart of two consumer objections to its product:
- It’s too sweet.
- It’s too girly.
The Rocket Recipe combats both these objections deftly. Too sweet? Beer will cut that sugar content down for you. Not manly? But, now it contains beer!
Point of sale packaging doesn’t cost much and it can be darn effective, at least judging by the increased Smirnoff content in Wolseley recycling bins.
