Activation Gallery: New Products
Both before and during the pandemic, new products have continued to reach retail, with both in-store and digital activity catching the attention of Path to Purchase Institute editors. In this month's Activation Gallery, we showcase some of the notable efforts from 2020. Institute members can see many more examples of new product introductions in the image vault at P2PI.org.
- Nestle introduced several Starbucks at-home coffees this year, just in time for consumers forgoing their trips to the cafe during COVID-19. A carousel ad running on Walmart’s home page and display ads running throughout the website have touted the brand’s new cold brew concentrates, while a home page display ad spotted on Amazon.com promoted new fresh brew coffee. The former ads offered a “shop now” button linking to a Walmart.com e-commerce product page, while the latter ad linked to a dedicated page within Starbucks’ Amazon storefront offering “add to cart” options for several varieties.
- Kind is inviting shoppers to try its new Kind Frozen bars via freezer clings in Walmart’s frozen department. Display ads running on Walmart.com also support. Kind first entered the frozen category with a dark chocolate almond sea salt flavor that launched exclusively at Walmart last spring. The snack manufacturer this year added a second flavor and expanded the concept to additional retailers.
- Dollar General shined a spotlight on Coca-Cola Co.’s new cherry-vanilla flavored Coke with a carousel ad on DollarGeneral.com and an account-specific floorstand promoting a digital coupon for $1 off the purchase of three single-serve products from the manufacturer.
- CVS Pharmacy ushered in health and wellness brand Friska, which launched in May with 10 enzyme and probiotic dietary supplements exclusively at CVS, CVS.com, Whole Foods and Amazon.com. Priced at $29.99, the brand spans “Women’s Daily,” “Men’s Daily,” “Energy Boost,” “Nightly Reboot” and “Keto Boost” supplements, to name a few. An account-specific endcap at CVS stores spotlights the colorfully packaged SKUs, while shelf trays and blocks and affixed signage call out each items’ benefits and other product information. CVS has also supported the launch with circular features, Instagram updates from its @cvs_beauty handle and other digital support.
- Albertsons Cos.’ Jewel-Osco helped promote an oat-based product line from Chobani via account-specific ads at a number of Chicago Transit Authority stations. Employing a “new ways to love Chobani” message, the ads communicate that Chobani Oat SKUs, which launched in January, are now available at Jewel-Osco.
- Bright pink Physicians Formula shelf trays spotted at Walmart merchandise the manufacturer’s latest addition to its Rose collection: “Take the germs away” hand sanitizer spray. When the product launched in early summer, Walmart posted shelf signs indicating a one-SKU purchase limit “to help serve as many members of the community as possible.”
- PepsiCo’s new Mtn Dew Zero Sugar received support from a variety of retailers when it rolled out nationwide in January. The SKUs enjoyed secondary merchandising space at many retailers, including Meijer.
- 7-Eleven and Kroger enjoyed an exclusive launch window for “cheddar crisps” from Yum Brands’ Taco Bell. According to the manufacturer, the SKUs rolled out to 7-Eleven and Kroger before also becoming available via Amazon.com. Account-specific sidekicks plugged the new SKUs at 7-Eleven.
- Edgewell Personal Care’s Carefree brand expanded beyond panty liners with the spring introduction of Carefree Breathe ultra-thin pads. At Walmart, the products are stocked on a sidekick promising “irritation free protection for your sensitive areas” and inviting shoppers to “Buy it. Try it. Love it for less” with an on-pack coupon delivering $4 off. The line extension also includes skin-friendly liners.
- Bayer launched one of its European brands, completely reimagined with a new look and name, in North America through an exclusive partnership with CVS. Stem & Root made its U.S. debut at select CVS locations in California and online on Dec. 14, 2019, and has since begun rolling out to other states. It currently spans three “plant-powered,” over-the-counter supplements for the mind and body. In stores, the brand has frequently been co-merchandised alongside recently launched private label Live Better by CVS Health, while also receiving its own endcap and shelf display at some stores. A dedicated CVS.com brand shop also supports.
- Southeastern Grocers’ Winn-Dixie touted Kellogg Co.’s new Kellogg’s Jumbo Snax with a large feature in its July 15 digital circular. Kellogg launched Jumbo Snax nationwide in May as a snacking brand extension for Apple Jacks, Corn Pops (in the “caramel crunch” flavor), Froot Loops and Frosted Flakes.
- Before the spread of COVID-19, regional grocer H-E-B celebrated the launch of a new book aimed at empowering young girls, “The Nuff,” as an early tie-in to March’s designation as “Women’s History Month.” H-E-B supported the effort by rolling out the book to 310 of its Texas stores weeks ahead of the national launch on March 8, International Women’s Day. In-store activation varied, and H-E-B held themed reading events at its stores in February.
- GlaxoSmithKline is promoting two recently launched OTC products at Walmart. A Walmart.com category drop-down menu ad plugs “dual action” Advil and links to a dedicated e-commerce shop. The product is the first FDA-approved OTC combination of ibuprofen and acetaminophen in the U.S. Meanwhile, in Walmart pharmacy departments, a header card touts Voltaren arthritis pain gel.
- Publix drummed up support for the launch of PepsiCo’s Mtn Dew Zero Sugar and Bolt24 Energize, Gatorade’s first line of caffeinated beverages. In the regional grocer’s Feb. 29 “Extra Savings” circular, a quarter-page “Do the Dew” feature plugged the new Mtn Dew Zero Sugar SKU along with multiple printable PepsiCo coupons. Back-to-back branded floorstands for each of the new products were spotted near the front of one store.