Five-finger discount

Cognac is crazy popular in my neighborhood judging by how quickly the shelves are cleared out during a sale. And to keep those shelves from emptying themselves, cognac is always locked up.

What’s a brand to do when it becomes known for being shoplifted? If you’re Hennessey, you create a branded, locked case.

It can be presented as a theft-protection freebie for small stores, but the resulting in-store brand advertising is the gift that keeps on giving. There’s also a subtle message about the product being so coveted and valuable, it has to be locked up. Well played.