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 in-person 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
