To displace competition with a display of minimal size, and to establish a "fun, product-in-use" theme for the Halloween season while increasing consumer interest in the product.
To create a nacho center for Frito-Lay's Tortilla Chipsand Mexican Salsa. The design was intended to create a "southwest image" in a permanent unit that captured and maintained end-aisle placement. It had to be easy to install and accommodate racks and fixtures already in place.
To pre-empt competition and gain increases in both sales volume and market share. The commanding size, unique design and placement in high-traffic areas of supermarkets provided retailers with a themed display.
To stimulate incremental sales of the brand's cookies and snacks for home entertaining. The home entertainment and the Elfin World design create a setting that draws customers to the display. The unit is large and colorful and can be seen from most points in a store.
Keebler's P-O-P team includes (from left) Dexter Bystedt, group manager, sales promotion and packaging; Roy Koeckritz, director of merchandising services, and Joe Favia, sales promotion manager.
Seasonal crackers display illustrates several of consistent Keebler in-store merchandising elements: "waterfall" displays of products, unifying center unit, and use of elf, hollow tree, low cholesterol and fat banners, and logo in graphics.