Maxxium UK enlisted Simpson Group to produce the Famous Dad FSDU, for their homage to fathers in the run up to the special day on June 20th. Maxxium has the number one whisky portfolio in the UK and Famous Dad is a personalised bottle of ‘Scotland’s Favourite whisky’, Famous Grouse. It’s a unique gift item, aimed at the growing Father’s Day retail market. The Challenge To merchandise their wide portfolio of premium drinks brands Maxxium require a simple 2 shelf display unit for ad hoc placement in grocers, convenience and specialty outlets. The FSDU must also be easy to transport and handle, while achieving a stockholding capacity of a minimum of 48 bottles, and have an ‘instant assembly’ in store. The Solution Simpson Group tackled Maxxium’s brief head on. We improved upon an existing design by giving it additional structural strength to ensure stability and make the FSDU fit for purpose. We also achieved the desired aesthetic effects and maintained the brand identity by paying particular attention to the fine details, particularly in the ‘finishing’ of the FSDU. The EB Flute material was creased in such a manner so as to produce a smoother print finish. Simpson Group also completed the artwork layout to ensure that the marketing message was prominent and that the FSDU was clearly focussed on the Father’s Day market. Ultimately, Simpson Group’s design and production methods were extremely cost effective and produced savings for the client. The Result 678 Famous Dad FSDUs were designed, printed, kitted, packed and delivered on schedule, for distribution to Sainsbury’s. They were on display throughout the Father's Day 2010 shopping period. ‘CHEERS’ to all dads!