Background

The licensed channel was identified in research as under performing in snack purchases versus the intention to purchase. Customers who purchased in a licensed store intended to eat or snack when consuming alcohol they had just purchased– yet only 4% purchased snack products in the licensed channel where they had bought the alcohol. The key reason given was the product was not in eye sight or close to the till. Retailers did stock Nobby’s nuts however, the stock was kept under the counter or on a stand away from the till and was perceived as slow turning. A unit was required that had strong visual appeal – and would also be perceived by the trade to be a semi permanent allowing it to be trialed close to the till based on the premise of it being a fully pre-stocked unit.

Strategy

Create a impactful Semi Permanent Unit for Nobby’s 50g Nut range that will gain front of store placement. The units needed to be easily prestocked and sold in as a single selling unit. It needed to be durable and suitable for the bottle shop environment and hold the weight of nuts over a six month period and be refilled easily.

Results

The use of the heritage artwork and the look of the unit was popular with both publicans and licensors of Bottle Shops. The unit was sold through within 2 weeks of release and was placed close to the register. In revenue terms the additional space gained within two weeks of release generated incremental sales and profit for both the retailer and for Pepsico. This unit doubled sales through the licenced channel.