Challenge
Halloween is fun, but it can also be low-key stressful to choose a great costume, put on a good party, and mix up the right drink. For the SVEDKA 2022 Halloween retail program, we posed a question: “What if we could look into a consumer’s future and alleviate some seasonal stress by showing them which cocktail will give them the best Halloween possible?”
Solution
Our answer was turning SVEDKA into a cocktail fortune-teller: a holistic and disruptive Halloween experience that combined the best of shopper marketing, retail displays, cocktail discovery, gamification, and digital video. Leaning on consumer trends like astrology, tarot, and mysticism, we created a way for our consumer to have fun and escape seasonal stressors by turning SVEDKA into a fortune teller that dolled out funny fortunes with trick Halloween cocktail recipes. We gave consumers multiple ways into the experience for maximum breakthrough — from physical, experiential retail items (like the badass display) to digital outlets like social media, a microsite, and a brand homepage takeover. We even created a series of gift boxes with a scratch off crystal ball that revealed a different fortune and recipe depending on the gift box. With Halloween being a crowded window at retail, our surprise and delight campaign breaks the mold and keeps fun at the center of the season.
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Graphic Design USA Package Design Awards, 2023
