With both Coke® and Pepsi® offering custom labeled beverages, I cannot question the marketing approach. But I do take time to document the design and construction of this Pepsi Emoji Point-of-Purchase promotion, and allow comparison to a Coke display of similar use. First step through the gallery of Pepsi images, and note the Mated Tray construction in the photo inset. Then move on to comparison to Coke® immediately below.
If you thought ordinary planograms a challenge, consider what must have been the directions to create this wall-size Pepsi® Carton Stack Emoticon (Emoji). You should recognize it is a smiley-face at a slight angle with detail down to and including 2 nostrils. But then again I might be totally wrong. Like a Rorschach Test, what do you see in this pattern. To consider from several distances, cycle through the gallery of images.
Seen in Little Odessa, the Russian quarter of Brighton Beach NYC, this Coke display proudly proclaims its Mexican origins. I cannot say if the slight Mexican twist to the formulation is of greater appeal to Russians (Tequila vs Vodka?). But the display is unashamedly from south of the border. A well crafted Wood Rack, look close to see that it has “Give It Back Racks” 100% recyclable bragging rights of its own. Seen at Gourmanoff Gourmet Grocery, Brighten Beach.
Building your branded beverage cooler into the cashwrap runway, or sizing it to easily become an extension thereof, is a great strategy by Pepsi® to get prime positioning for end-of-shopping-trip impulse buys. Look close to see drawdown within the cooler as departing customers treat themselves. Also see how well this cooler design mates with the checkout. Are all precisely this size, height and width?
No actual mention of the Ragu® brand in the recipe, but a mouth watering image and simple cooking instructions and direct adjacency bolster sales regardless. Who do you think sponsored this shelf-edge menu-selection-as-sign, the retailer or Ragu? Step through the gallery for views and shelf-mount details, and look close to see that Smartphone capture of the recipe is encouraged with a “Snap It. Save it” tag line. How about promoting that idea to top of sign with “Snap It, Save It, Chicken Cacciatore” as the “Italian Dinner Night” subhead. But that’s me … always “a day late and dollar short” with a good idea.
Get your Beers and Beer locations right during store planning. They call it the Left Coast so make sure West Coast Beers lean left, and East Coast Beers are at the right. Otherwise customers already slightly under the influence will find shopping all the more difficult. Do realize that navigating from the back of the store, these signs flip and the Left West becomes a Right West, with similar effects on Eastern offerings. For that there is no solution other than Call Button for personal assistance. Seen at Wegmans, who always seems to get the merchandising details right.
There’s Nothing Like Gluten-Free Beer. At least that’ws what Gluten-free aficionados claim. Here Wegmna’s caters to the Gluten-Free crowd with a Cooler Door and selection of its own. The door is double signed as in the hall unspoken dialog … “Gluten Free? … Yes … Gluten Free!” The gallery of images focus on signage from various distances. To browse the actual brands, visit a Wegmans near you.