Background / Brief

Creative Instore Solutions was briefed by PepsiCo with the challenge of converting sales from those large proportion of shoppers that were avoiding the salty snacks and beverage aisle. We knew that when consumers did go down the salty snack aisle, there was an extremely high rate of impulse purchases, PepsiCo wanted to create an avenue to benefit from those impulse sales off premise.

CIS worked with PepsiCo to convert these shoppers and increase sales by moving product to the store front and in the purchase path of almost all shoppers. 

Execution

The Smiths Snacking Station was designed by combining a request to build a snack and drink solution that could also take other complimentary products – a total snack solution. The unit was designed to obtain prime location space in front of the register or near the check-out queuing areas. Unit flexibility and modularity in height and width was important as stores were different in size. Promotional flexibility was key to accommodating the frequently changing retailer campaigns.

Results

All key objectives were exceeded with the units achieving front of store or entertainment locations (at stadiums). The prime location attracted incremental sales from aisle avoiders and the express check out customers. The entertaining concept “Do you have everything for the party?” was used to stimulate purchases and increase brand awareness. During the initial concept trial, the project generated a lift for salty snacks in excess of 100% and the retailers indicated a similar lift for the associated products also placed on the display.

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