Streamlining eCommerce content for Campari
Client: Campari Group
Strategic Service: eCommerce Content Strategy
Team: Jack Lodge (Client Lead), Ophelia Stimpson (Strategy Lead), Elena Bertolin (Design Lead), Kris Cai (Design Support) all AKQA.
Opportunity
Goal: Build eCommerce toolkits for retailers stocking Campari brands Appleton Estate and Wild Turkey
Market: North America (Canada & US – primary), then EMEA (secondary)
Audience: Wild Turkey and Appleton Estate Drinkers
Campari Group had recently relaunched rum and whiskey brands Appleton Estate and Wild Turkey whiskey, and both possessed an exciting new brand positioning and creative look and feel.
While Appleton Estate and Wild Turkey's upstream brand identities were on point, they needed help finessing how consumers interact with both brands at digital points-of-sale.
Insight
An essential part of this project involved taking time to establish a clear understanding of Appleton Estate and Wild Turkey’s new brand positioning and expression, in order to replicate the same look, feel and messaging within eCommerce channels. A client discovery session ensured everyone was on the same page.
From copy to visuals, design, SEO and CTAs, we then set about creating an eCommerce toolkit for Appleton Estate and Campari that could cover the entire remit of their eCommerce presence. We needed to do this in a way that could be flexed based on the type of eCommerce channel and its corresponding likelihood of executing against our eCommerce creative direction, all the while safeguarding for consistency.
eCommerce channels ranged from being Campari-owned, closely affiliated retailers (e.g. Amazon and Drizly), or third-party stockists (lesser known, indie platforms).
Execution
The result was two in-depth eCommerce toolkits for both Appleton Estate and Wild Turkey that provide both executive summaries and in-depth guidance detailing how each brand should be expressed on eCommerce channels.
Clear instructions around brand tone of voice, ideal visuals, SEO keywords, content composition, product naming conventions, CTAs and design principles run throughout each toolkit and give ‘basic’, ‘optimised’ and ‘advanced’ options that cater to the differing capacities of the range of Campari retailers.
Both documents have become an essential part of Appleton Estate and Wild Turkey’s brand expression guidelines, helping each brand extend their identity in an environment that has become increasingly crucial in our post-COVID world: the eCommerce point-of-sale.
