In the battle with the dreaded mosquitoes, the brand All Out now consolidates its leadership position with the launch of All Out Ultra, a superior offering in Liquid Vaporizer segment offering its consumers the benefit of convenience while effectively pro
Amonth back, the monsoon relieved us with pleasant showers. But it left in its trail a buzz of mosquitoes resulting from the dirty stagnant water and open drains. In an effort to beat this, All Out Ultra brings an innovative smart chip based heater which offer consumers the choice of three modes, each one ideal for protection against mosquitoes depending on their intensity. The Fast mode is ideal for evenings when it works on high release rate for the first two hours before automatically returning to normal release rate, while the Smart mode is ideal for overnight usage when the device automatically alternates between high mode and normal mode. Turbo mode is ideal for high mosquito infestation season like monsoons when it stays on high release rate all through, after a fast start. The device also has an Auto Cut off feature wherein it switches off automatically after 8 hours of usage. While the key visual to communicate the brand benefit was developed by the brand’s advertising agency, Circus Entertainment, a Delhi based brand activation, events, retail Solutions and film production agency was the execution partner for the various POSM (Point of sale material) for the launch at retail. These included Parasite Dispensers, Primary Category Headers, End caps and Floor Stacks. Says Shivaji Dutta , Creative Director of the agency, talking about what went behind carving the designs from a mere idea on a paper, “To highlight the technological superiority of All Out Ultra and create responsiveness and register the brand name with the consumer was our prime objective. Identification of Smart-Chip protection and the Key Hook was the foremost concern of the design. Besides, the merchandizing has been done to be adaptable to various visual opportunities in the Modern Format Stores.” Here’s a close look at the various display components and their functionality in the overall merchandising of the brand:
End cap: The end caps used are clutter breaking with a complete makeover from the existing boxy look. The product shape was the starting point while designing the end caps. In addition to shape, the introduction of the lit unit on the top shelf which serves as a platform for showcasing the product as the hero of the communication was another innovation in the VM. Floor Stack: This was created wherein the brand was allowed to place box shaped stack giving room for the products to be placed on the surface. The structure was simple representing a floor stack look. The base of stack morphed itself into a height-30 inches, width- 30 inches and central pole into a height- 48 inches display. The layout is premium with the product header cutout as the hero.
Parasite: The parasites have the All Out branding as a 3D cutout matching packaging print thereby giving it a premium look. Communication of the advanced technology employed by the Brand could not be runof- the mill. It had to cue the premium quality of the product to consumers. And so executing the idea into actual designs was fraught with an array of challenges. “The real challenge however was to match the brand colours. It was tough I would say for the product pack was printed on a metallic foil paper with 5 colour special printing. To print colours on non-metallic medium and lime light the quality of the product at the same time was not an easy job,” admits Shivaji candidly. “Talking in terms of the materials used for creating the FSU’s sun board and vinyl has been used extensively along with MDF
boards,” he adds. The launch of the brand follows installation of 112 endcaps, 42 floor stacks, and 480 parasites on a wide scale being deployed PAN India at Tesco, Hyper City, Reliance, Sabka Bazaar, ABRL Hyper in Ahmedabad, Aurangabad, Amritsar, Bangalore, Chennai, Hyderabad, Mumbai and New Delhi. For Shivaji, the ultimate motive was to let the USP of the displays reach the eyes of the shopper. The USP being the VM (visual merchandizing) employed in creating the lit unit or device that acts like a platform to showcase the open product placed as a ‘hero’ on top of it. Also, the lit device self-sustains as it does not require an electricity point to light up. This according to him was an element of surprise, never executed in Modern Trade (MT) outlets, across India. Besides, the merchandize employed is clutter breaking, premium looking and show cases diverse aspects of the new offering. Well, Modern Trade certainly provides the right setting for shoppers to experience products and interact with the brands. And All Out certainly leveraged the space well. “We see this as a great opportunity for All Out Ultra to interact with the consumers and for consumers to profit from this latest offering,” sums up Shivaji