MALK HOLIDAY NOG
DRIVING WHOLE FOODS SHOPPERS IN DROVES
ISSUE
The holiday season can be a time of overindulgence. Thankfully, MALK Organics found a way to make one holiday treat a whole lot cleaner, by developing a recipe for holiday nog with just five simple ingredients: filtered water, organic almonds, himalayan pink salt, organic maple syrup, and organic nutmeg.
A successful roll-out of this new SKU in the Fall would require generating buy-in from retailers, influencers, and—most importantly—shoppers. With rave reviews in the testing phase, confidence in the product was high, and a goal of selling out inventory by early December was set.
ANSWER
Retailers:
Door No. 3 developed trade show signage for the product reveal at Expo East in September, putting MALK Holiday Nog on Santa’s nice list, and relegating traditional nog to the naughty list. This simple contrast highlights MALK’s brand promise to leave out all of the sketchy ingredients found in competitor products.
Influencers:
The holidays came early for over 150 wellness influencers! Door No. 3 handled the design and production of custom, waterproof gift wrapping so that free Holiday Nog samples could be cold-shipped around the country along with an insert card introducing the product and encouraging recipients to share a bottle with a friend.
Shoppers:
Over a two-day production, we captured the footage and photography necessary to produce three unique concepts that were adapted for native social content, as well as to support a paid media campaign targeting Whole Foods plant-based milk shoppers with OTT and Pre-Roll video.
“Holiday Nog is our first seasonal limited-time only product. To announce its launch, we worked with Door No. 3 to develop fun, educational, festive ads that we posted on our social media channels and on connected TV. The ads cleverly touted why MALK’s Holiday Nog is the cleanest nog in the market. Reaction to the spots from our retail partners and consumers was universally beloved – perfect for the holiday season.”
Thomas Oh, Chief Marketing Officer at Malk Organics
