CASE STUDY
ASAHI RUGBY WORLD CUP POS
THE CHALLENGE.
Maximise awareness of Asahi’s sponsorship of the Rugby World Cup amongst lager drinkers with an interest in the Rugby World Cup. Increase sales and trial of Asahi Super Dry during the period.
THE RESPONSE.
The top tier of the unit featured a diorama of the Stade de France including the distinctive elliptical roof. To hero the product, a die-cut Asahi Super Dry bottle and rugby ball took centre stage in the arena, with two pop-up rugby posts framing the bottle.
To maximise disruption and capture attention in store, the crowd section of the stadium included twenty randomly flashing LEDs to simulate camera flicker.
We wanted the unit to have a premium feel to reflect the product attributes, so we incorporated pre-assembled rounded sides to lift the form away from standard POS.
Asahi reported an uplift in sales of +51% on the Asahi Super Dry brand over the World Cup period via the shipper.
The display had high impact in store, particularly with the incorporation of the lights. Overall, the display created great disruption and our sales uplift results demonstrate this.