Another key element of launching a new product is developing compelling Point of Sale (POS) items for the sales team to use in market when merchandising, promoting, and creating awareness for the product.

POS is compelling marketing material, ranging from case cards to displays and even wearables and drinkware. POS is used in various capacities to promote product.

In an off-premise account such as a liquor or package store or a retail location, the sales team may set up an impactful display to catch consumers’ eyes as they enter a store, place door clings on cold boxes, set up counter units displaying 50ml product or POS items and more. In an on-premise account such as a bar or restaurant, the sales team may provide the account with items such as coasters or drinkware, featuring the product branding. Finally, in instances like events, the sales team may use giveaway items such as t-shirts, hats, sunglasses, lip balm, stickers and more to create excitement around a new product.

In the case of Deep Eddy Lime Vodka, the brand team has created off-premise POS that utilizes Deep Eddy Vodka’s new brand campaign ‘Pick Something Real™,’ highlighting the use of real fruit juice and other natural ingredients in all Deep Eddy products.

Paper POS items including case cards and shelf talkers feature a background of limes with a Deep Eddy Lime Vodka bottle resting just on top of the limes, the ‘Pick Something Real’ tagline, a QR code linking to the Deep Eddy Lime Vodka webpage and Deep Eddy’s signature 10 times distilled, made in batches and real juice badges. The display piece features a compelling pole topper shaped like a crate of life-like limes and featuring a large bottle of Deep Eddy Lime Vodka, ‘made with real lime juice,’ and Deep Eddy’s signature badges, once again. The use of real lime imagery in the off-premise POS creative further drives home what makes this product stand out from the competition – the use of real lime juice.

Additionally, the team has created a number of on-premise and giveaway POS items including a Deep Eddy Lime Vodka version of its signature tin can cups and stickers, coasters, lime-flavored lip balm, sunglasses, air fresheners, t-shirts and hats.

“As a brand we talk a lot about the Deep Eddy Difference and what that really means. For us, it goes directly to the integrity of our Original Vodka and how that integrity is carried through all our flavored products, including the use of real fruit juice. ‘Made with real X (fill in the blank) juice’ is a consistent message on all of our communication, and has been for years, but it wasn’t until we were reviewing a social media presentation that we noticed this small text on a mock Instagram post that said the words ‘Pick Something Real,’ that a light bulb went off. It is a simple statement, which is partially what drew us to it. What more could we say than Pick Something Real? The imagery seemed just as simple – just show them what’s real about it! And that’s what we did. Arden Piacenza, the Deep Eddy graphic designer, homed in on this phrase by featuring real fruit imagery, as well as our badges, 10x Distilled, Made in Small Batches, and Gluten Free. We hope the color blocking Lime pole topper, and other POS elements, will catch the eye of consumers in a sea of colorless (flavored) vodkas.”- Kathryn Finn, Deep Eddy Vodka Associate Brand Manager

The sales team will use these POS items to execute a Deep Eddy Lime Distribution Program to gain new distribution of Lime in top Ruby Red and Lemon accounts. Additionally, the team will use the unique display piece to run a display program featuring Lime as the centerpiece and incorporating the Deep Eddy Core 3: Original, Ruby Red, and Lemon along with Lime-themed POS items to promote the Core 3 products in market.