PRUSA MULTI-BRAND HALLOWEEN
Bringing the Boos
to the booze aisle.
We tapped into a rising trend: adults “boo-zing” friends with doorstep treats and booze. Searches for “YOU’VE BEEN BOO-ZED” were up 250%, and no one in the category had claimed it—making it the perfect hook for a retail-ready, grown-up gifting moment. See where I worked my magic
HALLOWEEN IS
A TRICKY TIME
FOR SPIRITS.
Too many kid-centric visuals. Too much risk around underage appeal. And way too many campaigns that lean cheesy. To make matters worse, shopper reps were “fixing” the problem themselves by decorating premium spirits displays with Party City props to make them feel more festive. Pernod Ricard needed a Halloween campaign for their portfolio of brands that felt immersive, elevated, and unmistakably adult.
HALLOWEEN IS
A TRICKY TIME
FOR SPIRITS.
Too many kid-centric visuals. Too much risk around underage appeal. And way too many campaigns that lean cheesy. To make matters worse, shopper reps were “fixing” the problem themselves by decorating premium spirits displays with Party City props to make them feel more festive. Pernod Ricard needed a Halloween campaign for their portfolio of brands that felt immersive, elevated, and unmistakably adult.
The Boozing Behavior
We spotted an emerging behavior: adults “boozing” their friends on Halloween, reverse trick-or-treating with doorstep gifts of booze and candy. We realized this was our opportunity: turn Halloween into a gifting occasion for grown-ups.
YEAR 1
BRING THE BOOS
Built around the working line “Don’t show up empty-handed,” the concept played on the idea of arriving at a haunted doorstep with a bottle in hand—spirits delivering spirits. The key visual was crafted from layered stock assets to stay within budget. Final polish came courtesy of our retouching partners at Tribe.
In-store, the campaign showed up with:
-
A full POS suite: shelf talkers, case stacks, bottleneckers
-
Three premium displays (original ask: one; client approved all three)
-
Custom cocktail visuals, also composited from scratch—every bottle, pour, and garnish
YEAR 2
STAY FOR THE SOIRÉE
The campaign did what every seasonal activation hopes for—it got invited back to the party. Pernod’s only request? Keep the displays as they were, and give the overall look a refresh.
But after another brand caught flak for jack-o’-lanterns that looked a little too elementary school fall festival, we had to steer clear of anything that might appeal to the kiddos. So, we traded the spooky porch for haunted elegance.
The new direction channeled masquerade mansion energy, with:
-
Damask textures
-
Candelabras and soft candlelight
-
Upscale gothic flourishes, all designed
to elevate without alienating
YEAR 2
STAY FOR THE SOIRÉE
The campaign did what every seasonal activation hopes for—it got invited back to the party. Pernod’s only request? Keep the displays as they were, and give the overall look a refresh.
But after another brand caught flak for jack-o’-lanterns that looked a little too elementary school fall festival, we had to steer clear of anything that might appeal to the kiddos. So, we traded the spooky porch for haunted elegance.
The new direction channeled masquerade mansion energy, with:
-
Damask textures
-
Candelabras and soft candlelight
-
Upscale gothic flourishes, all designed
to elevate without alienating
YEAR 1
BRING THE BOOS
Built around the working line “Don’t show up empty-handed,” the concept played on the idea of arriving at a haunted doorstep with a bottle in hand—spirits delivering spirits. The key visual was crafted from layered stock assets to stay within budget. Final polish came courtesy of our retouching partners at Tribe.
In-store, the campaign showed up with:
-
A full POS suite: shelf talkers, case stacks, bottleneckers
-
Three premium displays (original ask: one; client approved all three)
-
Custom cocktail visuals, also composited from scratch—every bottle, pour, and garnish
In shopper marketing, success is measured by what gets placed and paid for.
After client approval, we create the Buybook:
a catalog of POS assets available for retail purchase.
If a retailer doesn’t buy in, the asset doesn’t get produced.
Every piece has to deliver.
First to the brand team. Then to retail buyers spending from their own budgets. So when we say this campaign got bought into, we mean it literally got bought.-
Creative lead across both years of the program
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Co-originated the core “boozing” concept
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Created the visual look and feel used in both campaign years
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Fully photocomposited key visuals and cocktails
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Led design and direction across POS assets
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Oversaw production, proofing, and rollout across shopper channels
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