7 Deadly Zins Halloween / Holiday Chandelier

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Ideating around an idea that would be successful during a Holiday and Halloween promotion is quite challenging, however, the same consumer has a completely different mindset during those times. Brands of today need to be real estate managers in securing as much floor space as possible with creative, effective merchandising. With 180 pieces made, this piece was incredibly impactful and contributed to an 80% in sales during this time with case stackings as much as 2-3x the previous promotional programs. This piece has been once and is slated to be rerun a 3rd time in 2022 for each selling period, additional retailers are signing up as well as previous retailers are gaining market share for this popular, premium priced wine. Merchandising in off-premise markets such as grocery, liquor, convenience, and premium liquor have become remarkable success stories with effective, creative merchandising displays for brands such as 7 Deadly Zins.

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The objective for the 7 Deadly Zins Chandelier was to create a unique attention getting piece that could be displayed during the critical Halloween selling period and transition into the critical Holiday sales push. They wanted a piece that would be on floor space for 4-6 months. The display needed to be open, airy, interactive and speak to the personality of the brand 7 Deadly. The popular priced premium blended Zinfandel wine is a category leader in Zinfandels. In personality of the brand there are 7 Deadly Zins which are: Wrath, Greed, Envy, Vanity, Sloth, Gluttony, and Lust so each candle of the chandelier represents one of those Zins. The ideal consumer is a combined income family that purchases premium wines for everyday consumption. A battery-operated motion – sensored chandelier was chosen as the winning design for its unique black and red color scheme fit well with a Halloween motif and equally inviting as a Holiday piece. Manufactured with laser cut metals, bent wires, and motion sensored LED lights make this an attractive display for any store décor. This unit could hang from the ceiling or sit atop steel poles with a carefully hidden motion-sensor that turned the chandelier lights on when a consumer passed. Retailers loved this piece for it was disruptive, and open and airy so it didn’t block the view through their store. The biggest challenge was to replicate an authentic chandelier you would see in a Haunted House but also in an elegant mansion. Locking in the floor space during those 4-5 months single handedly defined the success of this brand.

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