Only what is seen can be bought
Bad Salzuflen. (bre) There are countless products and brands at the point of sale. Everyone wants to be seen and to stand out. Not getting lost in the diversity is a challenge that every brand has to face. You can only buy what you can see. As simple as it may sound, it takes the experience and expertise of the right partner to get the perfect presence for your product or brand.
A particularly successful example of strong brand placement is the solution that POS TUNING has developed for Ben & Jerry’s. Willem Klein Zeggelink, Customer Director Business & Category Development CPG, together with the ice cream manufacturer, came up with a concept that literally went through the roof.
Willem Klein Zeggelink, Customer Director Business & Category Development CPG at
“In the frozen food area, it is difficult to keep track and keep things in order. Products fall over or get stuck in the back of the cabinet. This is particularly noticeable in packaging with unusual shapes,” reports Willem Klein Zeggelink. The Ben & Jerry’s ice cream pints have a conical packaging and a standing presentation did not lend itself to this. Therefore, it was decided to go for a lying presentation, creating a completely new look in the frozen food cabinet.
Willem Klein Zeggelink remembers: “I offered the double layer presenter to Unilever Belgium as Presentation solution for Ben & Jerry’s. Unilever Belgium did a test with smaller quantities at a retailer over a few months. Afterwards, I received feedback that the test was very well received.” A first large rollout followed.
To draw even more attention to the brand, Ben & Jerry’s asked if they could brand the solution? “This was quite a challenge, as we had to brand the tray as well as add aclaim to the pushfeeds. We decided to print the back of the top panel using digital printing. The data was provided by Unilever and the end result was to everyone’s satisfaction,” says Klein Zeggelink.
The example of this project clearly shows how effective the interplay between creativity and technical implementation can be. Particularly in the area of brand presentation , both functionality and visibility are crucial to the success of a product at the point of sale. With the decision to use the double-layer presenter for brand placement Ben & Jerry’s has become an eye-catcher in the frozen food cabinet. Not only has the overview and accessibility been optimized, but a visual anchor has also been created. In addition, the branding on the tray and the pushfeeds to secure the shelf.
Within one month, the customer, sales and development department created a solution that stands out from the standard in the frozen food cabinet. Willem Klein Zeggelink is pleased: “We have achieved a very satisfactory result and have received only positive feedback so far.”