Oreo in Motion
It has always been a challenge for the FMGC companies cultivate and maintain loyalty among shoppers for their brands. With so many new brands coming in the light, the shopper is bound to be a flirt, in here what works is the in-store charms a brand is about to pull. For instance we have Oreo from the house of Cadbury Kraft following it’s ‘love interest’ i.e. the shoppers literally. Point-of-Purchase delves into the details of this in-store gig.
the age old trick of wooing shoppers and inducing trials just got better. Cadbury Kraft known for its outstanding shopper marketing efforts undertakes yet another interesting in-store initiative. With the core communication objective of promoting Oreo by the way of sampling and to create a surprise element for shoppers coming in for purchasing their household items, Cadbury Kraft commissioned Hyperspace, part of the Posterscope Group to build around this brief. Thus owing to this brief Hyperspace zeroed onto the idea of making a “larger than life” sized Oreo biscuit dipped in the glass full of milk in a manner milk splashing out of the glass aptly going with the tag line of Oreo’s Twist-Lick-Dunk. And this beautifully designed display was further spiked with a moving factor. The entire unit was placed on a gondola which moves with the help of the remote control operated by the Promoter. The size of the moving unit is 3ftx3ft with a height of 5ft, made up of fibre, MDF, glass, acrylic & digital print pasted. Sharing the creative thought process that went in this initiative Haresh Nayak, Managing Director, Posterscope Group says, “Considering the design and the shape and the objective of the unit we decided the material should be such as to give a realistic impact of the Oreo splashing out from the glass of milk which could have not have been achieved without using fibre. For communication of the product price, attractive branding was done and keeping in mind the space in the retail outlet the base of the moving unit was made in circular shape and without any sharp edges so that it does not hurt the shoppers.” As the brief was product sampling and also our previous experiences clearly showed that the shoppers are not too keen on manual sampling rather they are more interested in automated stuff. Hence, vending machines are more appreciated nowdays. “The concept of a robot sampling oreo comes 1st in our mind but as it was not fit for the brands so we convert the robot to oreo glass & biscuits.” Haresh further adds. The technology of ‘moving billboard’ is patented with Posterscope
Haresh Nayak, Managing Director, Posterscope India