via
http://supermarketnews.com
A joint occasion-based snack merchandising program was a success for
Coca-Cola and Mondelez International, executives from both companies’
said in a Shopper Marketing Summit presentation.
“The goal was to provide quick and convenient access to products
already consumed together,” said Michael Tilley, associate director of
Shopper Marketing & Strategic Partnerships at Mondelez.
The
program features a snack and beverage merchandising rack that can be
merchandised in the perimeter as a destination center. The rack is
available in a smaller version for retailers who want to use it in the
deli or another department. “We
created a rack that could fit in any retail or channel outlet,” Tilley
said of the program, which launched in March 2013 and marks one of the
largest joint efforts between the two companies.
The program comes at a time when 63% of shoppers have specific occasions
in mind as they shop for snacks, and 33% agree it would help if stores
provided meal and snack solutions.
“Consumers want to see products together that they would consume together,” said Tilley.
The
displays combine Triscuit, Ritz, Oreo and other Mondelez brands with
Coke, Dasani, Powerade and other items in the Coca-Cola portfolio.
Entertaining ideas, coupons and mobile promotions support the display.
“This
is more about a solution than a brand-sell,” said Tara Bartelt,
Coca-Cola’s senior manager of strategic partnerships. “We paired brands
to offer relevant solutions.”
No comments:
Post a Comment