Leveraging design to drive differentiation in an extremely cluttered retail context, the result of which was a staggering 10x in sales in the very first month after launch

2. Client: Smirnoff Lime Vodka
Design Research, Retail Dipsticks, Retail Design Innovation, Retail Theatre
©LokusDesignPvt.Ltd.,Pune,2020

3. Alco-Bev category in India is media dark. Getting a product successfully to an Indian liquor shop entails winning
over tremendous regulatory hassles. The battle to grab customer attention within a few seconds and holding it
amidst extreme visual clutter is relentless.
When Smirnoff launched their Lime flavoured Vodka, we partnered with them to make sure it was a resounding
success. Our retail design innovation leveraged the inherent freshness of the Lime flavour to chart out a shorter,
more effective route to the customer's wallet. It delivered a refreshing purchase experience and instant
gratification to the customer. Along with the retail theatre and point of sale communication, it built strong
distinction and preference in favour of the Smirnoff brand.
The result was a staggering 10x in sales in the very first month after launch!
©LokusDesignPvt.Ltd.,Pune,2020

4. The Product
Masculine, yet broad appeal!
Highly appealing to core male 21-29 Smirnoff
target (as well as the broader demographic)
Most mixable vodka Flavor yet!
Just the right level and type of lime flavor- you
can’t get this with just a squeeze of lime or lime
juice
High Incrementality!
Mixability makes it highly incremental to the
category (limited cannibalization of current
flavors)
A perfect match with Cola!
The most obvious vodka flavor, yet currently
unavailable (largest cola/diet cola flavor is lime)
- a perfect alternative to rum and cola
Unique New Flavor!
Distinctly different from Lemon/Citrus which
provides new drink opportunities
Refreshing | Burst of energy | Tingling taste
A burst of freshness as if fresh green rind of lime has
just been squeezed
©LokusDesignPvt.Ltd.,Pune,2020

5. The Retail Scenario
The Smirnoff Brand
• Largest Vodka Brand globally
• Youthful, Bold, Edgy, Stylish and Fun-
loving personality
• “Life is calling with Smirnoff. Where
are you?”
• Versatile product
• Unmatched purity: patented 10- step
charcoal filtration process
• Typically mixed with sweet, lime
based carbonated mixers
• A burst of freshness as if a green
rind of lime has just been squeezed
• Best enjoyed chilled with soda and
ice in a rock glass
• Lime- the most mainstream flavour
in India; highly refreshing
Smirnoff Lime
• 21– 27 year old yuppie
• SEC A1 Metropolitan
• Work hard, party hard attitude
• Open to experience, willing to
experiment
• Heavy consumer of Beer/ Vodka
• Would typically try the drink on-
premise first and by it off-premise/
retail (mostly a local shop) later
• Trusts the seller on his
recommendations
The Customer
• Off-premise contribution to overall
volume sales more as compared to
on-premise
• Media dark market: tremendous
regulatory constraints on off-
premise communication
• Customers not eager to spend a lot
of time at the retail: few seconds to
make impact off-premises/ in retail
• Cluttered displays, me-too
communication & product strategies
• Customers cannot try the drink
before purchase
• Dynamic displays stand out against
the static ones
The Context
Design Research, Retail Dipsticks
©LokusDesignPvt.Ltd.,Pune,2020

6. Traditional route to the customer’s wallet:
Lengthier process = more chance of the customer forgetting the product/ promotion
Step 1: On-premise push/ Off-
premise visibility & promotion
Step 2: Taste the
drink on-premise
Step 3: Last mile off-premise
POS push
Purchase
Step 1: Smell from the
spray tester off-premise =
immediate gratification
Step 2: Last mile off-premise
POS push
Purchase
Innovative route to the customer’s wallet:
Shorter process = less chance of the customer forgetting the product/ promotion
The Spray Tester Innovation:
• A product presenter at the liquor shop would spray the flavoured liquid
on the flavour card for the customer to smell
• The potency of the flavour would lead to immediate gratification leading
to instant preference and purchase decision reinforced by an elaborate
and attractive retail theatre
Flavour Card Front:
Spray Side
Flavour Card BackSpray Tester mounted
on a 180ml bottle
• A powerful and unique launch strategy that for the first time leveraged
the sense of smell along with the senses of vision, hearing and taste
• A rich and refreshing retail experience that the customers could relive
and enjoy every single time
• 10x sales in the very first month of launch and +32% overall
Retail Design Innovation
©LokusDesignPvt.Ltd.,Pune,2020

7. Retail Theatre/ Point of Sale Design
©LokusDesignPvt.Ltd.,Pune,2020

8. Retail Theatre/ Point of Sale Design
Counter Top Unit
• Bottom lit with green LED’s
• Acrylic back panel with print
• Back panel lit through the bottom
unit
Counter Top Unit
Bottom splashes made from edge lit
acrylic (no electricity required) – the
splash of lime; simple straight back with
print.
©LokusDesignPvt.Ltd.,Pune,2020

9. ©LokusDesignPvt.Ltd.,Pune,2020

10. Connect with us:
17-A, Gandharva, Near Hotel Abhishek, Erandwane, Pune 411004, India
info@lokusdesign.com
+91 99210 44300