Cadbury is known for setting a bench mark when it comes to making its in-store presence. Displays that challenge monotony seem to be Cadbury’s forte. This time around, the brand has applied the same innovative approach to creating a gigantic visible prese
For a long time now, Bournvita is known to have made little children gulp down milk by simply adding a dash of their delicious chocolate f lavour. In the process the brand has gained the trust of millions of parents. Playing up the nourishment card, the brand has over the years established themselves high on the credibility scale. To highlight all its brand associations, Cadbury Bornvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. With their new strategy of ‘badhayedhoodhkishakti’, the brand’s promotional campaign highlights the product’s natural and scientific nutrients that multiply the power of milk. Classic Retail, a Mumbai based company offering shopper marketing solutions, has come up with an interesting yet sturdy gigantic unit to communicate this aspect of the brand to the shopper through an interesting in-store promotion. Creating a durable, high utility & functional unit, with a lot of space around the pillars & wall, this Bornvita unit has really adorned the retail space with a f lourish. According to Classic Retail, which handled the entire design, fabrication and installation of the structure, the client brief was to build a unit that would require, “low or no maintenance at all and this was the guide line we needed to adhere to”. While presenting the brand to the Indian house wife, the in-store campaign was designed to communicate the core benefit of ‘badhayedhoodhkishakti. The core aim was to have a distinct looking unit which can stand out amongst the regular shelving systems. And given the huge size of the unit, there were some challenges while installing. But obviously the challenges were faced head on and results were quite obvious for all to see. Making itself distinctly visible in the CSD store format, the unit with its curvaceous header and sides, adds to the aesthetics. By using the bright brand colour on the structure along with illuminated header, the unit manages to capture the attention of shoppers with gusto. The design pattern on the bottom edge is in line with the product packaging design. The unit with considerable stocking space also proves to be highly functional. Made of MDF, the unit’s finish was completed with lamination in order to avoid defacing the unit. For the main structure, the material & finish were selected considering parameters such as aesthetic, looks, life, durability and maintenance. Besides, all the branding has been backlit to make it brighter & eye catching. Seven units together form this complete this 21’ x 8’ structure. The display has been deployed in CSD Store - Palam Canteen. Well, this bright orange corner, the Bournvita corner, obviously achieves its objective of creating a strong visibility. Talk about an engaging instore communication that simply says it all!