The Singleton aspired to recruit more drinkers into the malts category by creating captivating on-trade experiences that drive distinction and talkability. The challenge was that standard on-trade tools weren’t inspiring high-end, trend-setting venues to activate.
We were briefed to create a combined global toolkit for China and the rest of the world that would excite high-end, luxury on-trade venues to create partnerships, content, and experiences that can be scaled and leveraged across premium on-trade venues.
Today, a rich life isn’t about consuming countless pleasures but about being deeply immersed in a single moment and discovering the full joy it has to offer. In a world filled with distractions, true pleasure is about eliminating the noise and reconnecting with the important but often overlooked details in life. It should be effortless, where the only things you focus on are the friends you’re with and the moment you’re in.
We developed a suite of on-trade tools including an advocacy programme, partnership amplification, immersive venue theatre and captivating activations that drive organic content creation. The tools are designed to support on-trade venues to create meaningful and memorable experiences, where guests are invited to participate in activations that inspire connection in spaces designed to eliminate distractions and enhance moments worth savouring.
In the off-trade we designed POS fixtures using sensorial, premium materials which invite discovery, encourage shoppers to take another look or touch, and create anticipation of moments yet to come.
