Clara Kelleher is Global Head of Communications for Heritage Brands at William Grant & Sons, leading global brand creative strategy and development across Tullamore D.E.W., Grant’s Whisky, and Sailor Jerry Spiced Rum. With over 15 years’ experience spanning global marketing, consumer insights, and agency side creative leadership, she has guided major campaign platforms, new product launches, and cross market brand storytelling. Clara’s work centers on insight led creativity, brand distinctiveness, and building culturally resonant global brands.
Sessions
Jun 23
11:45 AM - 12:05 PM GMT+2
Blue Stage
Brand Strategy
Consumer Behavior
Growth Strategy
Shopper & Pack Testing
Standing out on Shelf: How DBAs Drive Equity & Sales
A distinctive pack is a brand growth multiplier. Get it right, and you drastically improve your chances of success. For established brands, it means being easy to find so your product is chosen with little effort. For new brands, it means standing out from the clutter and grabbing shoppers’ attention. In this session, we’ll unpack key lessons uncovered from testing thousands of packs. Key Takeaways: 1. Learn how established brands use DBAs to be easy to find on shelf 2. The tricks new brands use to circumvent category norms in order to stand out 3. And how to implement a range design system that drives equity and amplifies distinctiveness
