Mars Snackfood expanded the Dove line to include many additional flavors and packaging configurations. Once the expansion was complete, Mars Marketing and Sales initiated a full-scale relaunch of the brand. The relaunch included a major merchandising and media campaign. The overall objective was to clearly define the different class of trade shoppers and match the various SKUs to the appropriate outlet. With this accomplished, the merchandising displays were custom designed to meet the individual retail environments while enhancing the brand recognition and creating the optimum delivery system for each SKU. As part of the brand category enhancement and expansion, a relativity new culinary experience has been identified. The selective pairing of premium chocolates with specific vintages of wine has become an exciting new and trendy opportunity. The primary objective was to co-market these dissimilar products at a single destination and to expand awareness of the experience. It all starts with this custom permanent display.
The Dove Brand Wine Pairing Display, as a custom permanent
display, was created for the purpose of co-merchandising the
two seemingly dissimilar products in a single fixture. By doing so,
the consumer was introduced to the new culinary experience in a
planned destination. The fixture design and configuration provided
an ideal vehicle for virtual side-by-side pairing based on expert
recommendations. The left side of the fixture provided 5 open
layout shelves that could accommodate a wide variety of Dove Brand
chocolates. The right side of the fixture was designed with cradles
to hold standard bottles of wine directly adjacent to the
recommended chocolate. The fixture is mobile so it can be easily
moved from the candy section to the wine section or any other
specialty location in the retail environment where entertaining
themes could be presented.
The Dove Brand Wine Pairing Floor Custom Permanent Display Rack was created using permanent, high-end materials. The wine rack section was an extension of the steel inner structure with glossy formed cradles to finish off the presentation. The rack holds 16 bottles of wine and a large number of Dove Brand SKUs in a very compact footprint. The entire fixture is just over 5' tall so it can meet most retail height restrictions and can be located virtually anywhere in the store.
The Dove Brand Wine Pairing Floor Display fixture program is a totally new concept for co-branding. The marketing and sales goal was to introduce this new culinary coupling to the consumer as an exciting new experience. The objectives were elegantly addressed and fulfilled with this co-branded destination fixture. This is an ongoing evolutionary, experiential, educational process involved with the custom permanent display. Placement has been complete and co-brand partners are being consistently added. The concept is catching on with significant incremental sales increases for both brand categories, which means success in raising the register ring for retailers participating in the program.