UK: Maxxium launches festive labelling initiative
The Famous Grouse producer Maxxium has launched its latest nationwide campaign allowing consumers to personalise labels as a Christmas gift.
Any purchase of The Famous Grouse (70cl) bottle over the Christmas season will allow consumers to visit a microsite and, on entering the barcode, create a personalised gift. There will also be live “label making pods” and sampling available in select stores available from the 20th November.
The microsite uses three steps to personalise and produce the gift: firstly, the user selects a name, either from a suggested list (dad, brother, granddad etc) or takes the option to add their own; secondly, a generic Merry Christmas & Happy New Year message can be added, along with a personal message; then finally the bottle label can be previewed. The bottle labels are promised to be delivered within 5 working days.
Peter Sandstrom, marketing director of Maxxium UK, stated that “The Famous Grouse is about bringing people and processes together to create something truly unique. This campaign allows customers to create a gift personal to them, providing retailers with a unique offer to roll out in store.”
Source: Talking Retail / Maxxium