TOPS at SPAR
Box Smart
Insight: For many TOPS at SPAR customers, buying liquor is the unofficial start of the celebration - but clanging bottles in a bag or the boot of a car can kill the vibe before the party even begins. What should feel fun ends up feeling frustrating. Consumers aren’t just looking for convenience, they want a smarter, more enjoyable way to carry their drinks that sets the tone for a good time.
Creative Strategy: Give potential customers a reason to choose TOPS at SPAR (a leading South African liquor retailer) over its competitors by design packaging that will help customers transport liquor from the store more easily.
Creative Concept: The Box Smart. A customised bottle-carrying-box that also adds to the party experience. The Box Smart is also a set of cricket stumps, a bottle opener, a smartphone amplifier, a 'do not disturb' sign, a barbecue starter, a VR headset, a uniquely South African drinking game called 'Morabaraba,' a comfortable chair, a set of coasters and a cocktail guide. So now the box that gets the booze to the party, is the party!
The Loerie Awards
Bronze: 'Innovative Use of Paper' category