About.
De Soi is a premium non-alcoholic apéritif brand co-founded by global pop icon Katy Perry and award-winning distiller Morgan McLachlan, blending functional adaptogens with bold botanical flavors.
Challenge: turn a product launch into a campaign moment.
De Soi knew that dropping Haute Margarita onto the store would not match the moment. Strong audience engagement deserved a launch experience that felt immersive and on-brand. The team needed to feature bundles prominently to lift AOV without limiting shopper choice, optimize every visual and interaction for mobile-first social traffic, test layouts and merchandising in real time, and lower CAC against the standard PDP flow. Internal ecommerce tools could not move that fast.
How FERMÀT worked alongside the team.
FERMÀT gave De Soi the merchandising and experience flexibility to build a launch experience that performed like a campaign.
The transformation was in how the brand merchandised a launch. Launches stopped being SKU additions and started being orchestrated shopping experiences. Merchandising agents reorganized the page to lead with bundles in a categorized grid, with individual SKUs in a separate category below, lifting AOV without limiting choice. Personalization agents shaped scroll-friendly, mobile-native layouts for social traffic, with ingredient spotlights telling the flavor story in formats that converted on mobile. Creative agents wove launch-specific narrative into CTAs like "Try the NEW Flavor" and on-brand promotional cues including a free limited-edition Haute Margarita hat with purchase. Conversion agents ran live A/B tests on default pack sizes during peak launch traffic, tuning for CVR and AOV in flight.
- Categorized grid led with bundles to lift AOV without limiting choice
- Mobile-native layouts and ingredient spotlights converted on social traffic
- Promotional cues like the limited-edition hat drove urgency without breaking brand
- Real-time bundle testing optimized for CVR and AOV during peak traffic
Results.
In a head-to-head Meta A/B test, FERMÀT experiences beat De Soi's standard PDPs on the same launch ads, delivering a 31% reduction in new customer CAC. The launch established FERMÀT as a core part of De Soi's product launch strategy, with ongoing experimentation continuing across the catalog.
