Shopper Marketing - September 2017 - 104
PATH TO PURCHASE EXPO PREVIEW | DESIGN OF THE TIMES XYZAL CVS LAUNCH PROGRAM RETAIL CATEGORY: Drug ACTIVATION TACTIC: Retailer-Specific In-Store Campaign CLIENT: Chattem, Chattanooga, Tennessee ENTRANT: WestRock Merchandising Displays, Winston-Salem, North Carolina INTRODUCTION DATE: Feb. 15, 2017 SIZE OF RUN: 15,000 COMMENT: Allergy season happens well before spring and getting a new allergy product into consumers' minds before they can purchase it is a huge advantage. The endcap display contained a motion-sensitive light strip that would command the shoppers' attention. The endcap along with an in-line shelving unit contained the colors of the new brand. TOM GORE VINEYARDS DISPLAY TRACTOR RETAIL CATEGORY: Supermarket/Grocery ACTIVATION TACTIC: Aisle/Shipper/Pallet - Permanent CLIENT: Constellation Brands, San Francisco ENTRANT: Constellation Brands INTRODUCTION DATE: May 31, 2017 SIZE OF RUN: 600 COMMENT: The tractor was used as an iconic symbol to convey Tom Gore's craft of farming grapes that become the wine. The threedimensional display commanded attention at retail and encouraged trial/purchase by wine enthusiasts that value the art of wine-making. 104 y SHOPPER MARKETING SEPTEMBER 2017
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