1. The document requests funding for a display program in traditional retail channels in Argentina to increase visibility and sales of Diageo spirits products. 2. The proposed activity is to offer retailers a fixture displaying a mix of Diageo products that would make the products more accessible to shoppers and increase impulse purchases. 3. In exchange for filling the display with products, retailers would receive the display for free. This ensures the display pays for itself while also gaining wider distribution for Diageo's portfolio. Over 240 displays were placed in stores through this program.

1. APPLICATION FORM<br />Award Category: Ease of Shop<br />Program / Project: Multibrand exhibitors<br />Name (Group or individual): Sales and CMO Team<br />Market / Cluster: Argentina-SouthLac<br />Context: Tradicional channel is the second biggest channel in the market, it accounts for 30% of the market off trade sales.Small wineries are an attractive channel as wellThere is a big opportunity to explore this channel and win in visibility as well as distribution.Premium products are exhibited behind the counter,locked or are not accesible to the customer.Spirits are often behind the counter or not accesible to the customer what makes the purchase very difficult.Shoppers will probably do not buy if they cannot see the product nor touch it.If shoppers do not buy, the customer will not repurchase the product and will not see the opportunity of selling products with great profit that will increase their sales.Diageo wants to develop spirits categories in this channels.This type of implementation fits customer´s needs as well<br />Detail of outcome achieved: The displays were very well accepted by the customersOffering this display as exclusive was a plusWe need to check the exhibitions on a regular basis to assure they do not introduce competitor products in the displays.Good way of creating a range & merchandising recommendation Helps impulse purchaseHelps introducing new products and distribution as wellOver 240 displays in stores .As the display comes with the mix of products, the distribution increased as well . The minimum purchase is of 18 different skus We solve the issue of not having the products available and making the customer´s purchase easyPremiunization of category. The Roi is positive: 3.9 making the display repayable with the first complete purchase.Brief description of the activity: The idea was to offer a a fixture with a mix of Diageo products, that will help prevent from robbery , make it accesible for the shoppers and offer an excellent exhibition increasing sales.Product will be mantained tidy and clean-Customers should buy the necessary products to fill the display and they will receive the display for free.In this way we ensure that is repayable for us and gain distribution of our portfolio.The display can be used as shelf end or in the cash lineObjective: Make the shopper decision easier at the point of sales, gain in visibility and distribution.Detail of outcome achieved:KPI´s:Local PR clipping value: above U$D 100.000. Achieved (until today): U$D 178.000. Image attribute: “J&B is The Party Whisky”: above 30%. Achieved: Data available by January 20thTOM: above 32%. Achieved: Data available by January 20thAdvertising awareness: above 10%. Achieved: Data available by January 20th<br />