Show Me: 10 Years of Looking Forward

After a lifetime in design and a decade running Missouri, we’ve learnt a lot about how to define the future for brands, so in this issue we’re looking forward — sharing insights, intuitions and insider knowledge that will help show your brands how to show up.

From charting the route and people for alcohol-free drinks in the Low & Slow’s Second Wave, to fast-tracking brand innovation in Beyond the Category, Marvelling in The Power of Point of Purchase and fusing the past with the present in Newstalgia.

We also celebrate the defining moments and successes that have made Missouri what it is today.
If anything in this issue sparks an idea, speaks to your brand or sheds light on your challenges, we’d love to show you how we can help.

To all the clients, brands and people who have helped make Missouri what it is today, a huge thank you.
Here’s to the next ten years!

STU AND PAUL

Stuart Wood Founding Partner
stuart.wood@missouri-creative.com

Paul Brennan Founding Partner
paul.brennan@missouri-creative.com

In this issue...
04 The Power of Point of Purchase
08 Second Shot: No and Low Alcohol
12 Beyond the Category
18 Newstalgia
24 10 Years of Success
26 Lessons Learnt in a Decade of Business

The Power of Point of Purchase

How design-first thinking is a gateway to consumer connection and future-proof brand building.

In a world of empowered consumers, ever more scrupulous with their attention capital, brands that reimagine their most versatile, agile and often overlooked touchpoints through design can unlock enormous potential.
From building brand salience, encouraging organic amplification and building unilateral adoption, Point of Purchase design can create new and deeper relationships with consumers.

This digest covers the threat of dark markets, the ATL vs. BTL dichotomy, a paradigm shift to embed more joined-up thinking, and exactly where and when to deploy design to maximise the opportunity.

The Tall Shadow of Dark Markets

The most pressing case for change for ATL-led communications

Alcohol is no stranger to advertising restrictions. From Sri Lanka to Norway, total alcohol ad bans are spreading. Scotland banned council-owned media from alcohol ads in 2021. The future of ATL communications is under threat.

Attention Economy

Keeping it contextually relevant where it matters most

Big campaigns have their place. But understanding where they reach consumers best is critical.

• Reach vs. Intimacy: Mass media reaches wide, but may miss context.
• Preach to the Choir: 82% of buying decisions are made at point of purchase. Speak to those already in the aisle.

Lost in Translation

Why starting with a big idea helps your brand win through-the-line

Too often ATL and BTL executions are disconnected. When brands begin with a core idea and carry it through all touchpoints, the brand shines.
Collaborative thinking from inception is key.

Strategic Touchpoints

How leading with design can optimise brands where it matters the most

Design is a long-term investment. It builds brands that endure and campaigns that connect across ATL, BTL, on- and off-trade.

Brand Benefits:

1. Less spend, more impact
2. Emotional intimacy
3. Longevity
4. Cross-market consistency

Second Shot

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No and low alcohol’s next big wave

No and low alcohol has entered its second wave.

• Health-aware, sober-curious consumers
• 8.3 million UK households made purchases in the category last year
• UK market expected to reach €1.3 billion by 2025

We’ve moved away from the simulacrum

Consumers demand quality. Brands like Gordon’s 0.0 have raised the standard. ABV tech allows alcohol removal without compromising taste.

Beefeater Light offers lower-ABV spirits with the same brand identity.

The collective is thirsty for a new buzz

CBD, adaptogens, nootropics, and no-alcohol options are booming.‍

Kin Euphorics claim to mimic the relaxation of two drinks without the crash.‍

Trip dominates CBD drinks with 88% market share.

Beyond the Category

How to boldly go where your brand hasn’t gone before

Ask:

• WHAT do we do (and how differently can we apply it)?

• WHEN are we consumed (and when could we be)?

• WHO are we to the consumer?

• HOW are we consumed?

• WHERE do we play?

• WITH whom do we work?

Case Studies

• Dyson: Extended from vacuum cleaners to haircare
• itsu: Increased revenue by 53% via expanded food channel presence
• Budweiser Magnum Double Barrel: Bridged beer and whisky in India, 350k bottles sold
• Heinz & Cathedral City: Comfort food nostalgia
• Nike’s Nikeland: Engaged 6.7M users in Roblox

Newstalgia

Why we look back to go forward

Combining the old with the new gives brands an edge.
What is Newstalgia?
It’s modernising the past—design, product, vibe.

AR ABBA: Used holograms to tour as 70s ABBA to 2026
Babycham: Relaunching with retro style

‍Burberry: Revisiting iconic past logos and designs

Spotting the Zeitgeist

Even a simple acne patch (like Starface) gets retro-fied.
Fred Perry remains a rebellious symbol.
Mattel & Universal’s Barbie: Mixed legacy with fresh appeal.

Stay Wu

Ballantine’s x RZA from Wu-Tang Clan mixed whisky, hip-hop, and design. A campaign as harmonious as the whisky it celebrated.

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Spotting the Zeitgeist

Trends like Starface (acne patches shaped like smiley faces) and playful design reflect how even personal care can become nostalgic and iconic.
Fred Perry continues to be a symbol of rebellion and identity.

What do we gain by being Newstalgic?

Newstalgia offers:

• A bridge between the past and future
• Design longevity
• Emotional familiarity
• A shared sense of belonging

Brands can reinterpret icons and connect with both older and newer generations in meaningful ways.

Mattel and Universal

Taught a masterclass in marketing by modernising beloved characters.
Barbie was reimagined not just for nostalgia but with present-day values, empowering a wider audience.

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10 Years of Success

01 – A decade of difference

In 10 years as Jameson’s global BTL agency, Missouri Creative played a key role in increasing annual global sales volume by 121%.

02 – Breaking category norms

Budweiser launched into the whiskey category in India with Magnum Double Barrel — stocked in 4,500 outlets within 12 months. Winner of the AB InBev Creative X Award for Product Innovation.

03 – Award-winning work that works

Won a Design Week Gold Award for Product Design: Industrial (Meet Mr Collins for Clearasil).

04 – Rise to excellence

Won The Drum’s Design and Branding Agency of the Year within 18 months of launch.

05 – The power of doing it differently

Supported Honda’s transition to electric. Now launched 7 new cars across Europe.

06 – Keeping the faith

Overcame Covid-19 challenges with smart moves and a committed team — resulting in significant growth.

07 – Delivering Beefeater’s first ever brand collaboration

Worked with artist Lakwena to design limited edition “The Spirit of London” bottle and campaign.

08 – Flavour Head: Big, bold and beautiful

Created herbal tea mixers and cocktail-inspired infusions for Flavour Head — now in Selfridges and Booths.

09 – Ready, set, go!

Intern programme has launched careers at Sky, Penguin, McLaren, and more.

10 – Missouri’s gone global

Clients in London, Dublin, NYC, Copenhagen, Paris, Mexico City, Toronto, and beyond.

Lessons Learnt in a Decade of Business

Advice from founders Stu and Paul:

01 – “Don’t tell me, show me”

Vision and values guide every decision — clarity = success.

02 – Live and breathe your clients’ business

Understand your clients deeply. Your success is tied to theirs.

03 – When passion meets purpose

Purpose gives focus. Find your sweet spot and build around it.

04 – All business is show business

Be engaging, curious, and memorable. People buy people.

05 – It’s about the journey, not the destination

Sustainable success is built on culture and long-term vision — not quick wins.

06 – Attitude trumps everything

Work hard, show up daily, and you’ll create your own luck.

07 – Try, learn, move on

Don’t dwell on rejection. Learn from it and move forward fast.

08 – Young blood, fresh perspectives

Inject energy with new talent. Fresh thinking = big impact.

09 – The business of design

Design is a service — show up every day with intention and focus.

10 – Always one step ahead

Stay ahead of client needs by staying informed and curious.

We Are MISSOURi

A creative agency designed differently — delivering bold design and memorable consumer moments across pack, digital, and in-store touchpoints.

📍 Address: 115B Drysdale St, Hoxton, London, N1 6ND
📞 Phone: +44 (0)203 051 0277
🌐 Web: www.missouri-creative.com
📧 Contact: Andrew Mitchell, Growth Director – andrew.mitchell@missouri-creative.com