When I got a creative brief to work on a beer endcap, it brought back memories of old times… all the way back to when I used to work for Integer Group in the Hispanic Coors Light department. I had a couple of wonderful mentors there who were fantastic leaders. Muchas gracias Marcus y Alberto.
The brief for this assignment was simple – create a small sign to drive sales by telling the guest the store carries premium beer. I presented the client exactly that, small sign. But I also presented my recommendation. I created something more special that spoke to the fact the store carries premium beers. This was a one of those win moments when the client said, “I didn’t know I wanted that.” The one sad thing is that I never got to see the endcap because Target stores do not carry liquor in Minnesota.