Campari Group VAPs

Developed a series of Value-Added Packs (VAPs) for premium spirits brands—Grand Marnier, Whiskey Portfolio Gift Pack, and Espolon with Grand Marnier—designed to transform routine shelf presence into an engaging retail experience. The creative strategy emphasized brand storytelling, premium value perception, and consumer delight through surprise elements and exclusive messaging. Each design balanced sustainability and profitability while offering distinct premium options tied to drink strategy. By merging functional retail requirements with emotional triggers, the packaging became a discovery-driven moment for shoppers, aligning with brand standards and elevating the in-store experience across major chains.