Brief

Bacardi tasked Wilde Toast with delivering a premium Christmas takeover at John Lewis Oxford Street, one of the most competitive retail environments in the UK. The objective was to hero key brands from the Bacardi portfolio during peak trading, using a standout window moment supported by in-store activation that could drive measurable incremental sales, not just awareness.

Key objectives:

1. Create a premium, eye-catching Christmas window on Oxford Street

2. Showcase multiple Bacardi brands while maintaining clear portfolio storytelling

3. Drive engagement, trial and conversion during the festive period

4. Deliver seamlessly within John Lewis’ live retail constraints and timelines

Delivery

Wilde Toast delivered an end-to-end retail and experiential activation designed to maximise impact both outside and inside the store.

At street level, we created a high-impact Christmas window takeover celebrating the Bacardi portfolio, using premium materials, bespoke glorifiers and considered lighting to stop passers-by and create desire during one of the busiest shopping weeks of the year.

To convert that interest into sales, we extended the experience into the John Lewis Foodhall with a tightly executed in-store sampling programme. Shoppers were invited to taste hero serves, supported by expert mixologists who focused on storytelling, at-home recreation and clear paths to purchase.

A gift-with-purchase mechanic added immediacy and perceived value, with bespoke luxury gift wrapping and recipe cards designed to encourage bottle purchase and gifting.

The activation was delivered on time and on budget, adapting in real time to on-site challenges without compromising creative quality or commercial outcomes.

The activation delivered a clear and measurable commercial uplift during the festive trading period. Year-on-year, there was a 466% increase in sales value versus the previous year. Volume performance was equally strong, with a 364% uplift in bottles sold, equating to over 4.5× volume growth and nearly six times year-on-year sales growth.

The results demonstrate the power of combining high-impact retail theatre with expert-led sampling and a clear path to purchase in live retail environments.