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 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.
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.
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.