Client: Coca-Cola Amatil with Coca-Cola South Pacific
Presfast were instructed to develop a ground-breaking piece of retail theatre to support the creative campaign ‘Make it Yours’. This above-the-line brand campaign aimed to inspire extended usage of core brand Coke – over the summer season – with the purpose of engaging light and lapsed users of Coca-Cola.
Developing a simple ‘flat-pack’ display structure that was easy to ship directly to store for execution by reps, Presfast sourced 32-inch screens. The merchandising units were crafted to showcase bulk product displays, with a collection of fruit related to each cocktail.
Driving in-store product awareness as well as being a one-stop destination for summer refreshments was the strategic purpose of these units.
The Coca-Cola ‘Make it Yours’ campaign inspired shoppers to make each Coke experience significant and exclusively personal.
The Power of Theatre and Movement
Our client was able to deliver incremental off-location displays as well as driving purchase intent with shoppers and increasing sales. In addition, visibility – through the use of ‘Digital Spectaculars’ – captured shopper’s attention beyond the soft drink category aisle, influenced by the power of theatre and movement.
The Coca-Cola ‘Make it Yours’ Spectacular is one of Dante’s most successful highlights at Presfast, receiving a Silver Shop! Grocery Store – Temporary Display award and Shop! Environmental Stewardship Award and attaining the following results:
- Achieved incremental off-location space adjacent to Fresh and incorporated Fresh ingredients within the display
- Drove purchase intent with shoppers – 80% of shoppers who saw the display said they were ‘likely or highly likely’ to buy
- Drove sales of 1.25L (+14%) and 8x200ml (+7%), +4% total Colas
“It’s highly rewarding when a project like this receives international recognition for increasing Coke’s visibility in an omnichannel grocery environment. This display is a testament to the innovative solutions that Presfast is able to deliver.”
Feedback from client
In a category that has faced challenges of increasing light and lapsing users, low aisle penetration and low dwell time in store due to lack of relevance and inspiration, CCA engaged the experience and committed team at Presfast, to develop a unique and customised solution to help target current, light & lapsed drinkers of Coke, over our key consumption period (Summer). By collaborating with Presfast at concept stage, the team were able to engineer a customised modular and shoppable display unit that could, disrupt shoppers with theatre and movement, suit different store sizes and maximise stock weight and also be set up quickly and efficiently by the CCA field teams. As a result of the spectacular off location display, we were able to attain incremental off location displays, drive purchase intent with shopper, drive sales and increase our visibility and relevance beyond the soft drink aisle. The brilliant team at Presfast, led by Gavin & Dante, are thought leaders in their industry, and their drive & commitment to develop best in class solutions on time, and within budget, is what continues to deliver the results for CCA and our customers.
Woolworths Customer Activation Manager