Background

The brief from our Client Cadbury Schweppes was to create a permanent display that was engaging to the shopper, whilst portraying the honest, no gimmicks, and simple approach of the new brand positioning. The objective was to cut through clutter on the way to the register.

Strategy

Of the (3) bottle sizes available, the 600ml and 1ltr bottle needed to be displayed, and shopped with the utmost of ease. The means of holding/displaying these products had to be uniform and be interchangeable between the two, should one or either be required to have more or less stock weight. Gravity feeding to the front of the stand was a preference, but accessibility from the sides of the unit was equally important.

Based on height restrictions, the idea was to display the stock in a cradle, fanning out at an angle, and connect each side with a curved brace. Keeping the cradle as minimal as possible which allowed the product to stand out and display magnificently

Results

The Coolridge bottle dispenser has provided an extraordinary high ROI based on its simplicity to merchandise combined with the length of time it has retained prominent retail floor space.  The design allows for 3 way shop around functionality that ultimately drives conversion, while the basic fan structure maximises brand equity.

The Coolridge Bottle Display is also an award winner, winning Bronze at the 2008 POPAI OMA Awards in the Semi-Permanent Independent Grocery Category.

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