48 SHOPPER MARKETING AUGUST 2018 ACTIVATION GALLERY Summer Promotion Review Hershey Co.'s Hershey's, Kraft Heinz Co.'s JetPuffed and Mondelez International's Honey Maid activated their longstanding national s'mores partnership at H-E-B with tall pallet displays shoppable from four sides and outfitted with a bold header. Hershey Co.'s Hershey's, Kraft Heinz Co.'s Jet-Puffed and Mondelez International's Honey Maid activated their s'mores promotional partnership at Walmart with pallet trains cross-merchandising all the ingredients. The individual pallet displays resemble those spotted at other retailers but are bolstered with base wraps displaying the participating brands on a background of grass and ceiling signs depicting a giant s'more over a log fire. Custom clings from Red Bull affixed to dedicated checkout coolers at Walmart invited shoppers to "Color Your Summer with the Red Bull Editions" - a variety of flavors including a limitedtime coconut-berry SKU dubbed "Summer" - and carried a Snapchat code shoppers were instructed to scan with the mobile application "to unlock summer." Employing a "nonstop summer sizzle starts here" message, floorstands from Kraft Heinz Co. at ShopRite stock Heinz SKUs such as the brand's new "Real Mayonnaise" made with 100% cage-free eggs.