When it came time to introduce two new flavors of the legendary Tic Tac breath mint, Henschel-Steinau created a way for the iconic brand to cut through the visual clutter at the checkout area, a major source of impulse sales for the brand, leveraging the unique package design in a space efficient design as a plastic counter display.
The Tic Tac Tree Plastic Counter Display was created using a
unique design created from injection molded MIPS to claim long-term
retail space in the highly competitive c-store channel, where
counter space is at a premium. The unique unit design, working with
the iconic Tic Tac packaging and product itself, commands consumer
attention immediately at the crowded c-store checkout.
The Tic Tac Tree Plastic Counter Display helps the brand connect with the shopper by positioning the distinctive product packaging on an angle, creating an on-counter graphic billboard that provides a quick visual for consumers and highlights the actual Tic Tac product. The unit also helps introduce two new flavors, Power Mint and Green Apple.
The unit highlights the Tic Tac packaging designed to appeal to consumers and also inform them of the flavor options available, including two new flavors. The design and color of the unit also conveys to shoppers Tic Tac's new green initiative and positioning through both the color of the graphics and the reduced amount of materials used to create the displays.
A header at the top of the unit carries over the Tic Tac campaign theme promoting the flavors of Freshmints, Orange, Power Mint, Wintergreen, and Green Apple as "fresh entertainment for your mouth" using a graphic insert to remind shoppers of the campaign in-store and encourage impulse purchases at the c-store checkout.
By making the product available at the checkout, shoppers were
lead to make the on-the-go purchase of the Tic Tac fresh flavors- a
perfect companion to other popular c-store product purchases that
call for some breath freshening after their use such as tobacco,
alcohol and coffee.
The Tic Tac Tree Plastic Counter Display gained prime retail real estate for the brand big time, with more than 90,000 of the units placed in c-stores across the country - making the display one of the most ubiquitous merchandising vehicles in existence today. The eco-friendly design, using less material resources, helped achieve corporate sustainability goals for its parent company Ferrero USA Inc., and also delivered an enhanced ROI.