In Store Activation: How Tanqueray Stirred Customer Engagement?

Launching new products and getting people excited while engaging with your products and brand is a tough problem to solve. For this reason, we’re taking a close look at Tanqueray’s innovative and brand faithful in store activation, plus 7 more examples from other industries to get some ideas!

What Is In Store Activation?

In store activation is a part of brand activation marketing strategy wherein brands are creating awareness about their new product or any form of rebranding. A brand activation typically focused on a retail store and its shoppers is an in store activation strategy.

In store activation generates awareness and traffic through various methods such as interactive retail displays, surprising events or, like the Tanqueray promotion our team saw in a UK store we visited, giving away free samples of their products.

Furthermore, in store activation of brands aim to form a personal connection with their consumers. Consequently, making a lasting impression that would make them choose your brand repeatedly.

How Tanqueray Stirred Customer Engagement through this Activation?

1. Accessible Products and Display

Even from afar, customers would be able to easily tell the brand’s promotion is welcoming for them to check out and try.

The brand’s liquor range is on full display with appropriate labels. These effectively guides people into the which product taste they would like to try.

The open case for the non-alcoholic and tonic jellies is also effective in encouraging them to take one and have a taste in their own comfort.

2. Product Sampling

Tanqueray is a gin brand that is for adults. Normally, taste tests and sample products would require the brand to either give away a mini version of their products or have people taste them on the spot. The issue with the former is it can be costly, especially including the production of the mini bottle. The latter, however, would garner less interest, especially after a pandemic such as COVID-19.

The brand found a solution to this problem and made jelly based on their product flavours and used candy packaging. They’re cost-effective and secure people’s trust due to the safety of the packaging.

3. Eye-CatchingB Product Presentation

As we can see, Tanqueray’s in store activation used a custom bottle plinth which elevated the liquor bottles and the flavourful jellies. This a simple yet highly effective visualiser that allows people’s eyes to differentiate the products against their background.

4. Consistent Branding

Tanqueray did not shy away from using different colours for their jellies which also easily helps people to associate the jelly with the flavoured drink the brand is offering.

However, that is not to say that the brand forgot its branding. They consistently used the iconic red seal of the Tanqueray logo on the jelly packaging. The brand also noticeably kept the minimalistic design on the jelly packaging since they’re targeting adults.

More In Store Activation Ideas:

Jagermeister encouraged travellers to try a free taste of their cold brew, pose in front of the tripod with the drink and choose a background for the image in this travel retail promotion. Check out more about the buzz here:

In this promotion, Cadbury made sure kids and adults alike would enjoy and appreciate their retail activation promo in partnership with Merlin Entertainment and Mondelez Europe Services GmbH.

In this brand activation by NARS, a cosmetics brand, consumers can try the shade without any fear of contamination and the hassle of cleaning them off through a digital POS display!

In this promotion, Starbucks further emphasized their sustainable marketing and branding that keeps consumers coming back for more.

Anyone passing by this aisle would have a hard time ignoring the pastel colours, beloved characters and practical merchandise they can bring home. Read more below:

A bespoke home bar and a thousand prizes to win is a promotion that certainly created a buzz in the store. Check out how Jack Daniel’s managed this feat here:

Pepsi’s new product certainly made a splash in stores with a creative POS display that fits the product and the brand. Get more ideas in the case study here:

Learn more from Tanqueray promotions here:

In this promotion, the brand included a cocktail shaker, jiggers and a spoon so their consumers can create the perfect cocktail with their liquor in the comfort of their ow homes.

Perfect not just for holidays but also during regular days to catch people’s attention and encourage impulse buys, Tanqueray and Bombay Sapphire included a branded drinking glass in their promo. Check out more here:

From product packaging to the free gift with purchase, the brand ensured people would be able to notice them even from afar with their iconic green colour and packaging design.

Get more ideas and the factors you need to consider about designing a drinks packaging that sells from Tanqueray in the blog below:

Promotional merchandise is just as eye-catching and appealing as any effective brand activation promotion. So, to give you more branded product ideas, you can tap our works with some of the renowned brands in the drinks industry! Click the image below!

To Sum It All Up,

Tanqueray is a liquor brand focused on its market and the changing times that influence its market’s purchasing decisions. Hence, the design of their promotion and the choice in their promotional taste testing largely depends on these factors.

If you’re looking for promotional merchandise that would stir the same response from your target market, ODM is here to work with you! We’re a promotional product development company that specialises in customisation with our in-house creatives, Mindsparkz.

ODM values quality and is dedicated to realising your promotional ideas into reality. Contact us today and let’s create a sensational promotional product together!

All you need to know about in store activation campaigns!

Related Drinks Marketing Reads: