Our client, a renowned Canadian PR firm, embarked on an exciting venture to create a captivating holiday campaign for their client, the exclusive distributor of Amarula in Canada. In search of an exceptional designer who could seamlessly transform their vision into a breathtaking reality, the client turned to us. They sought a creative genius who could weave together the essence of the holiday spirit, the luxurious allure of Amarula, and the brand’s unique identity into a mesmerizing campaign that would captivate hearts and leave an indelible mark in the minds of their target audience. With the task at hand, we embraced the opportunity to showcase our expertise, unleashing our creativity to craft a truly immersive and unforgettable experience that would ignite joy, anticipation, and a deep connection with the brand during the festive season.
The client faced a pressing challenge of leveraging the upcoming holiday season to amplify sales and drive widespread awareness for Amarula, the exclusive distributor of a renowned beverage in Canada. With the holiday season serving as a prime opportunity for heightened consumer engagement and increased purchasing activity, the client recognized the need to strategically position Amarula as an irresistible choice for holiday celebrations and gift-giving. They sought a comprehensive promotional approach that would effectively communicate the brand’s unique qualities, evoke a sense of holiday enchantment, and ultimately entice consumers to choose Amarula over competing options. The client aimed to maximize sales throughout the season, capitalize on the festive spirit, and establish Amarula as an essential part of cherished holiday traditions. It was imperative to create a compelling marketing strategy that would resonate with the target audience, inspire an emotional connection, and drive impactful sales growth for Amarula during this pivotal time of the year.
Our client developed a marketing campaign that would share different recipes that used Amarula as an ingredient, and would encourage the general public to share their own cookie recipes, making this the largest virtual cookie recipe exchange in Canada. The distributor of Amarula would then donate $5 to a local food bank for each individual recipe shared.
As far as design went, this project consisted of three major parts:
The project started with the development of the press release, which was created for the British Columbia, Ontario, and Quebec markets. Additionally, for the Quebec market we needed both a French and English version of the release. Each release contained recipes developed by local bakers or bartenders.
Once we had a vision for the press release, we were able to work on the packaging for the samples, that would reflect and be in line with the Amarula branding and also reflecting the upcoming holiday season. This portion included a box in addition to tissue paper to package the samples in.
When it came time to develop the website, we used the WordPress platform to create a custom website that would show different content to different visitors, depending on their geolocation data. This meant that for visitors from Quebec, the website would showcase the recipes from Quebec bartenders and bakers first. It would also showcase a different local food bank’s logo dependent on where the visitor was located.
On the website, each visitor could view any of the recipes and select to print, download or share on social.
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