CREATING BEER P.O.S. THAT ACTUALLY GETS DISPLAYED

Guy & Co work
Guy & Co work

Big challenge

How do you avoid the ‘point of sale graveyards’ in the on-trade and create materials that bar managers will actually want to display?


Great thinking

To help Innis & Gunn continue to own their Edinburgh heartland and grow on-trade distribution we needed to intertwine their bold lager personality with local stories, legends, places, pubs and banter. Working closely with accounts, we took each bar’s own USPs and added an Innis & Gunn twist through clever copy lines and impactful visibility materials.


The results

Within the broader activation mix, we’ve helped Innis & Gunn grow lager distribution in Edinburgh by 40%, with brand consideration and consumption levels ahead of Stella Artois, Heineken and Kronenbourg.

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