Shopper Marketing - July 2017 - 51
WIZARDS OF THE COAST
ENTRANT: Bennett Packaging,
Lee's Summit, Missouri
CLIENT: Wizards of the Coast, Renton,
RICCI: If I saw these Kaladesh Thopters & Airships "hovering"
over a display of the Wizards of the Coast game I'd be
attracted to them and intrigued by what they represented.
The colors and shapes are terrific and do their job perfectly.
They grab your eye and make you stop to see what they are all about - and that is the essence of an effective merchandising
device. If the retail associates place these correctly, the Wizards of the Coast game will be a major draw. The 3-D effect only
adds to their impact, and I suspect when their time in-store is up, they'll be prized decorations in some kids' bedrooms.
MUNCHKIN GRASSFED COW DISPLAY
ENTRANT: Rapid Displays, Chicago
CLIENT: Munchkin, Van Nuys, California
RICCI: The cow head does look great, and I'll assume the back end does
too. Even so, couldn't the display say something more about the actual
product itself without requiring a look at the item packaging? Without
peeking at the provided display objective, I had first pondered long and hard
to figure out what was being sold here. It ranged from grass fertilizer to
some kind of shelf-stable dairy product to maybe baby formula (the actual
answer). Maybe new parents know all about grass-fed SKUs, but wasting
display space when you could show the product's features and benefits to
stand out from others seems like a miss to me. Especially when the brand
might not get another chance for conversion "till the cows come home."
JULY 2017 SHOPPER MARKETING y