28 ACTIVATION GALLERY | MARCH MADNESS REVIEW SHOPPER MARKETING MAY 2018 Walmart was among the many retailers making room for themed displays from PepsiCo's Frito-Lay spotlighting spicy snacks. Headers and side panels in a variety of configurations depicted "hint of jalapeno" Tostitos, Doritos Blaze, "jalapeno ranch" Ruffles and a basketball player mid-dunk beneath a "Heat up your bracket" message. Similar displays appeared throughout the grocery channel. Talking Rain Beverage Co.'s Sparkling Ice commanded a pallet in Walmart's Action Alley by dangling a $5 Walmart e-gift card with purchase of a multiflavor 12-pack. The incentive was communicated on signs on the pallet, which was outfitted with a basketball hoop.