Campaign
Alcohol-Free Campaign
A printed retail campaign designed to make alcohol-free alternatives more visible in-store and give customers a small nudge towards 0.0%.
The brief
Pisiffik wanted a campaign that could nudge customers towards choosing more alcohol-free products instead of alcoholic alternatives.
The task was to create a cohesive visual system across a range of printed retail materials, helping customers find the alcohol-free section while making the message quick and easy to understand in a busy store environment.
The campaign included hanging signs, 0.0% floor footprints leading towards the alcohol-free section, stackable information boxes and shelf wobblers placed alongside the products.
My role
The campaign concept and overall direction came from Pisiffik’s Marketing Manager. My role was to translate that direction into a consistent visual identity and take responsibility for the graphic execution from layout to final production.
I developed the visual expression, set up and laid out all campaign materials, prepared the artwork for print, and handled the print and delivery process.
The in-store installation and execution were handled by Pisiffik.
Visual approach
The visual system was built around recognition and clarity. Each touchpoint needed to be understood quickly while still feeling like part of one campaign.
I also wanted the visual expression to feel distinctly local. The campaign was primarily aimed at Greenlandic customers, so I gave the Greenlandic language and visual context a stronger role and kept Danish more secondary in the hierarchy.
The result is a retail system designed to feel straightforward, recognizable and rooted in its market rather than like a generic Danish campaign adapted for Greenland.
Campaign messages
The campaign was built around short, direct messages:
0% alcohol – 100% healthier.
0% alcohol tonight – 100% ready tomorrow.
0% hangover – 100% energy for the day.
100% good times – 0% consequences.
Deliverables
The campaign was developed across several in-store touchpoints:
- Hanging signs in the alcohol-free section
- 0.0% footprints guiding customers towards the section
- Stackable information boxes for the alcohol-free area
- Shelf wobblers placed next to alcohol-free products
Rollout
The campaign has been rolled out across all seven Pisiffik stores.
The effect has not been measured yet. Pisiffik expects the campaign results to be evaluated in a report in 2027.
For now, the campaign has only been used in the printed in-store materials shown here and has not been launched online.