Florida doesn’t do normal. Neither should its liquor store.
The Challenge
Protect share when seasonal demand is spiking.
Wildly Original Move
Always Be Celebrating REAL Florida — a bold outdoor campaign that spoke to Floridians like insiders, not tourists.
Result
Best-ever Q4 performance in ABC’s history
The Challenge
ABC Fine Wine & Spirits is an 80+ year, Florida-family-owned brand facing intensifying competition—right as COVID disrupted shopping behavior heading into Q4. A major national chain was expanding aggressively, and ABC needed to announce new delivery services amid election noise and holiday media clutter.
Wildly Original Move
Instead of leaning on safe retail messaging, RP3 doubled down on cultural fluency—reframing ABC’s established tagline into a sharper point of view rooted in real Florida identity. Smart out-of-home strategy and dayparted messaging helped reach shoppers based on when and how they were buying. Always Be Celebrating REAL Florida — a bold outdoor campaign that spoke to Floridians like insiders, not tourists.
Results
- Best-ever Q4 performance in ABC’s history
- Significant growth in average shopping basket size
- Successful launch of new delivery services during peak disruption
- Increased internal momentum and brand confidence
- Forced a major national competitor to redirect resources
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