By Amy Looker, editor National Liquor News
Coca-Cola Amatil (CCA) and business partners, The Zoo Republic and supplier id8 Studio, won top honours at the recent POPAI Marketing at Retail Awards for its Mixxit@Home Cocktail Display.
The interactive category-based solution won the major industry award for outstanding achievement in shopper marketing as well as a gold award for best permanent liquor display.
The Mixxit@Home Cocktail Display provided shoppers with an engaging experience in retail, using an interactive tablet to remove purchase barriers and ease decision-making in a complex category.
"Much of the innovation in the retail sector over the last 15 years has been product-based. We are committed to delivering category-based solutions that will drive incremental basket purchase and create repeat visits from consumers wanting to use the Mixxit@Home unit," said CCA managing director of beverages, says John Murphy.
With results of up to 40 per cent sales uplift in some retailers, the solution created a win-win by providing shoppers with the assistance and education they needed during and after purchase, while driving basket size for key retail partners.
"Conceived by Julian Train, category manager at CCA, the Mixxit@HomeCocktail Display pushes the boundaries of true insights driven shopper activation," said The Zoo Republic chief executive officer, David Lo.
"As an agency, it's a great opportunity when we get to work with leaders in innovation, and this award emphasises our increased focus on shopper marketing and sets the benchmark for engaging spirit shoppers in Australia."
The annual POPAI competition recognises best practice in retail and shopper marketing with entries displaying excellence in design, creativity, innovation and effectiveness.