The brief
Proximo Spirits were looking to amplify their in-store presence of 1800 Tequila mini bottles in Aelia Duty Free across Lagardère AWPL’s New Zealand airport stores. The objective was clear: drive brand preference amid competing promotions, encourage trial among new-to-brand shoppers, and sell through the full allocated stock of 200ml mini bottles. With multiple brands vying for shopper attention, Proximo Spirits needed to ensure 1800 Tequila stood out from the crowd and was top of mind.
Client:
Proximo Spirits
Sector:
Retail
Solutions:
Retail Media, POS, Digital, Omnichannel
Region:
APAC
Share:
The approach
Leveraging Connected Retail’s data-optimised in-store digital platform, the campaign was designed to elevate brand visibility and convert shoppers at the most influential moments in-store.
Across eight Aelia Duty Free locations, 32 data-optimised counter display units (CDUs) showcased a 10-second 1800 Tequila digital ad, supported by bold shelf strips highlighting a compelling 55% discount. Moving beyond traditional POS, the execution positioned 1800 Tequila as a standout presence during the campaign period.
By positioning the discounted 200ml mini bottles directly at or near checkout, 1800 Tequila became the last brand shoppers saw before leaving the store, and helped capture impulse purchases at the final decision point. This “last look” strategy, combined with strong staff engagement and clear upsell goals, ensured digital messaging was reinforced by on-floor advocacy.
The results
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256% sales uplift vs target for 200ml bottles
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6,140 total unit sales over 10 weeks (with second and third replenishments)
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5,184,742 impressions delivered
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7.49s average dwell time
Our approach enabled impactful creative alongside strategic product placement; and with empowered store teams, Proximo Spirits and Lagardère AWPL turned a competitive promotional window into a high-performing retail moment for 1800 Tequila.
