MOM Brands Project: Merchandise shelf presentation/merchandising for existing MOM bagged cereals. Purpose: Convert Puerto Rican Mothers into believers and users of bagged cereals by reversing prevailing perceptions that bagged cereals are low quality, low value knock-offs of top brands. Solution: Produce a 4’ x 4’ stand-alone P.O.P. fixture (to situate at the front of cereal aisles) for instant visibility. Design is intended to be appealing to both Moms (quality and value messaging) and children (playful graphic treatments). The selected design concept was favored for its: Display utility – Cereal bags are prominently displayed within the P.O.P. fixture for grab-and-go convenience Bold approach – appearance was bold, clean and highly impactful at retail point-of-purchase, clearly standing out against adjacent competitors Tasteful, contemporary, clean design treatment elevates brand, establishing a credible, high quality look/feel Cereal taste is guaranteed (shoppers receive a refund if kids don’t like the product) Pink pig character photo is introduced to signify savings (piggy bank) for Mom and fun for kids Outcome: MOM cereal point-of-purchase displays were implemented in all Puerto Rico Wal-mart stores. Impressive ongoing sales subsequently resulted in additional MOM brand shelf space.
Posted on: Tue, 05 Aug 2014 21:10:01 +0000
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