Shopper Marketing - July 2017 - 73
We know the
Super Bowl is a
huge event that
demands a huge
by this PepsiCo/
Frito-Lay spectacular, literally
Strategically located adjacent to
a main entrance in this superstore, this behemoth funneled shoppers down the entire array
of drinks, salty snacks and assorted goodies. This arrangement grabbed attention and sales
as shoppers entered the store, and reload was simple.
Budweiser/Bud Light and Nabisco
Nothing screams football like beer
bottles wearing helmets surrounding
the Lombardi Trophy. Regardless, this
massive display could be confusing to
shoppers. The header from AnheuserBusch is great, but where's the beer?
Certainly not in the sweet spot just below the header. Budweiser was relegated to the sidelines while water - water?
- was located front and center along
with beans and fruit juices, which were neatly
stacked on Nabisco - Nabisco? - displays from
Mondelez International. The product placement here cheats the brands that supplied
the P-O-P elements.
out of place.
Joe Ricci is an industry expert in
P-O-P merchandising. He is the
founder of Beacon Concepts Inc.,
Surprise, Ariz. Please offer your
comments to him at firstname.lastname@example.org.
JULY 2017 SHOPPER MARKETING y