Case
Study
ION created 360° on- and off-premise programs that activated Mount Gay Rum’s seasonal consumer engagement strategy (après ski and après sail), which encourages consumers to bond over shared passions and experiences.
3154
POS Displays
48900+
Bottle Neckers
Display Views
Objectives
Create 360° retail activations that:
- Drive incremental sales
- Leverages the aspirational lifestyle of sailing (summer) and skiing (winter)
- Supports Mount Gay’s “après” strategy
- Encourages social media engagement
- Reinforces Mount Gay Rum’s premium positioning
Solutions
Developed, produced and managed theme-appropriate promotions and point-of-sale elements, including:
- National sweepstakes, including social media and microsite
- Après Sail: sailing experience to Barbados
- Après Ski: multi-resort ski passes
- Customized permanent off-premise rack displays
- Case cards, bottle neckers and recipe booklets
- Bartender education kits
- On-premise glorifiers and tabletop materials
