At-home mixer drinkers are generally an obedient bunch. More often than not, they pick up the mixer brand that shouts loudest, missing more interesting options to reawaken their favourite spirits. Shaking shoppers out of their predictable relationship with established mixer brands required a bold on-shelf approach from a bold brand.

MAKE IT MOTIVATING

Observing shoppers in the category revealed a consistent behaviour. Among the sea of samey bottles sat beautiful Double Dutch multipacks with their striking design, yet shoppers weren't sure what to do with them. Safer options sat nearby, and in grocery new product trial apprehension is strong in a category when you’re pairing a new mixer trial with a £30+ bottle of their favourite spirit.

MAKE IT MATTER

Double Dutch doesn't play to the mixer category's narrative - it's young, bold in appearance and flavour-forward. Our approach blended this difference with practical communications to overcome a shopper barrier of usage uncertainty, reassuring them they wouldn't waste that £30+ bottle of spirit. 

We mixed the bold brand ID with energetic, edgy and directional words to make sure shoppers thought more about their mixer choice, ensuring that longed for long drink wasn't wasted with a predictable and underwhelming mixer choice.