The ask
An alternative tobacco brand wanted to raise product velocity in a regulated category — with no price offer to lean on.
Objectives
- Increase brand awareness in a category with tight creative restrictions.
- Lift product velocity against priority UPCs.
- Reach shoppers close to the moment of purchase.
What ran
- A 15-second spot on in-store digital screens carrying brand equity messaging alongside priority UPCs.
- Screens positioned above food service areas and at point of sale.
Results
+9.7%
incremental unit velocity lift
8.29M
media impressions
$1.45
iROAS
With no discount in the creative, the lift is attributable to placement and message rather than price. Equity messaging delivered close to the shelf moved product on its own — the hardest version of the test, and it cleared.