One box, 12 ways to party. We created a multi-functional customised bottle-carrying box that not only made transporting our alcohol easier, but also communicated the quirky TOPS at SPAR brand personality by bringing the fun to every party. In short, the box that gets the booze to the party, is the party.

The primary target market included those between the ages of 25 and 40 who drink alcohol, and shop at our top performing stores. They are middle-income earners who enjoy having a good time with friends by entertaining at home. Cheers!

The BOX SMART, a multi-functional bottle-carrying box, that keeps on giving, even when it’s empty. It’s everything from a VR headset to a smartphone amplifier, cricket stumps to a cocktail guide and a barbecue starter … basically portable party genius on a box: another reason to choose TOPS at SPAR.

Touch points were in-store posters that promoted the BOX SMART’s possibilities, how to get one, and the BOX SMART itself, which was handed out at till points. The BOX SMART design, made from cardboard and creativity, is an integral part of any party experience, making it the ultimate party companion. 15 000 BOX SMARTs went to 15 000 parties, reaching tens of thousands of people who had never been to a TOPS at SPAR store.

After all, BOX SMART brought more than just the branded alcohol to the party. It brought the party and the TOPS brand to the party.

The BOX SMART was not only created to transport bottles easily, but also to bring more than just alcohol to the party. TOPS at SPAR wanted to make their brand presence felt at home, showing that they aren’t just a store that sells alcohol, but rather a brand with a fun and innovative personality.

The BOX SMART highlighted the consumer value that TOPS at SPAR added, not only offering high quality alcohol at reasonable prices, but bringing that fun, interactive element to the party. Consumers could now take home something that would give them some party cred too. We gave away 15 000 BOX SMARTS and made TOPS AT SPAR celebrity appearances at many home-based parties. Basket size increased as consumers had to spend more to receive their Box, which also increased the number of transactions.