Client Branding Programs Gold Winner The Dunstan Group When Goldie’s, a multi-space live-music and food venue, opened in Charlotte, North Carolina, its owners wanted to promote the brand and its unique customer experience to draw in local music and foodie fans. With help from The Dunstan Group, Goldie’s incorporated its branding into all the gear and goods at the venue from employee apparel, cups and utensils to branded merch sold on site, including caps, tees, hoodies and even drumsticks that patrons could purchase to take the Goldie’s good-time experience home. As a result of the creativity and branding expertise brought by The Dunstan Group, Goldie’s co-founder was thrilled with the outcome, reporting that sales were far ahead of projections and the level of customer traffic was exceptionally heavy, especially on weekends. Silver Winner Arid Zone With 70-80% of people in New Zealand consuming yogurt, the Chobani brand, as a newcomer in a mature marketplace, wanted more than a taste of the action. Chobani sought to elevate its brand awareness and establish itself as a beloved brand among New Zealand consumers. Additionally, as the exclusive yogurt partner of Countdown supermarkets, the company aimed to drive incremental sales for the entire yogurt category and solidify its reputation as a category innovator. Arid Zone developed a multipronged approach built around the passion Kiwis have for rugby, especially their national team, the All Blacks. The plan began with the creation of a limited-edition Chobani x All Blacks Greek Yogurt. It was sold in the supermarket’s dairy department, which was transformed into a rugby stadium complete with full-aisle floor decals, mock goal posts, mock stadium lights and spectators, and headers above the cooler doors. The highlight was an in-store meet-and-greet autograph signing with three well-known All Blacks rugby stars in a custom-designed signing booth. Countdown store staff were also dressed in cobranded Chobani x All Blacks shirts, and branded promotional products, including kicking tees, rugby balls and boot bags, were produced as giveaways for shoppers. The promotion helped Chobani successfully disrupt the market with a 48% incremental sales increase for the Countdown yogurt category. Must Read | Pyramid Awards | Client Promotions 54 • MARCH 2025 • PPAI
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