Cocktail confectionary brand Smith & Sinclair boosts brand presence on Amazon

brand presence

The company started when college friends Melanie Goldsmith and Emile Bernard hosted board game nights in an effort to match their single friends. They’d invite friends and friends of friends over, serve drinks and sweets, bring out some board games, and hope Cupid would strike. But what they noticed was their friends’ attention wasn’t on love after all—it was on the cocktail gummies the pair had handcrafted as party favors. Soon after, they began selling their alcoholic sweets in local UK markets before eventually launching their business, Smith & Sinclair, in 2014.

In March 2019, with the goal of increasing visibility of its niche brand in key European countries and driving sales of its products—which now included alcoholic gummies, cocktail glitter dust, garnish toppers, fragrances, and mixers—Smith & Sinclair worked with full-service marketing agency Skye High Media to launch on

The strategy

Skye High Media crafted a digital advertising strategy that included Sponsored Products, which help Amazon advertisers gain momentum for their product offering by increasing search visibility and driving sales, and Sponsored Brands, which allow customers to discover and engage with a brand as they research on Amazon. The Sponsored Brands campaigns also linked directly to Smith & Sinclair’s Store on, where customers could engage with the brand and full line of products.

Within the Sponsored Brands campaigns, Skye High Media tested ad creative that encouraged consumers to either click directly on the detail pages to drive product sales or on the headline to direct customers to the Smith & Sinclair Store to drive awareness of the brand.

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