CUTTY SARK DIWALI OFFER
The challenge was to create a standing in the Alcohol market for the festive season of Diwali.
Diwali has always been one of the most celebrated festivals in India. This Diwali, Cutty Sark India attempted to spark the festive joy by lining up an activation with the theme centred around playing cards and enjoying a good dram of whisky.
The brand had a clear focus that the festival should be celebrated with greater joy and enthusiasm. Unlike last year, with markets opening in full swing, people travelling home, it would be safe to say that the festive excitement was almost back with a bang like old times. Cutty Sark added joy to this celebration with its ‘Buy 2 and get a mini poker set’ offer to double the ‘Dhamaka’.
PROMOTIONAL PACKAGING
OBJECTIVE
The objective of Cutty Sark India festive campaign was to connect with the target audience on Diwali and reiterate the importance of gifting while fostering the spirit of community building to bring in the festive fervour.
BRIEF
The idea was to increase awareness of the Cutty Sark Imported 1 litre bottle which also serves as an ideal gifting choice during the festive season. To entice buyers on or before the festive season, we amped up the offer by including a custom-designed Mini poker set as a complimentary gift. As a way to make it unique and iconic to Cutty Sark, customised the face cards with Kings, Queens, and Jacks each sipping on the spirit. Each poker chip had cutty sark printed on them to make it distinguishably unique to the brand.
With Diwali parties in every household, the brief for the Alcobev category was to make these parties exciting with Cutty Sark mini poker set, and on the celebration front, the brand brief was to highlight the importance of gifting with 1 litre imported Cutty Sark. The more the merrier.
EXECUTION
Leveraging the trend of online communication based on shared passion for celebration, Cutty Sark India teamed up with LBB Delhi to amplify the offer with a user-generated contest as part of the Diwali campaign. The campaign encouraged users to share their quirkiest Diwali gift that was gifted, received or passed on. To our surprise Cutty Sark received a whopping 164 entries and 3 lucky winners would each win a bottle of Cutty Sark 1 litre and a mini poker set.
The social campaign ‘#CuttyCrazyDiwali’ was conceptualised linking Crazy Diwali celebrations with Cutty Sark. Thus, encouraging a fun-filled celebration with families packaged with a twin pack and free mini poker set – a reason for double celebrations!
BRAND VISUALS & PACKAGING
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