This omnichannel program came to life through a coordinated campaign spread across social, digital, retail, OLV, radio, packaging, and sampling events. Each touchpoint drove awareness of the customized label program while driving consumers to the website for purchase or label creation.
The campaign drove incremental PODs through sampling and retail support, while driving tens of thousands of visitors to the Dewar’s website. All that new holiday traffic generated a 440% YOY increase in label orders, and sold out of fully customized bottles. The campaign has continued to evolve, and is now in its third year.