Activation Gallery: New Product Launches
Brands have long found ways to draw attention to new product launches with their retailer partners, both in-store, out-of-store and digitally, catching the attention of Path to Purchase Institute editors. Here we showcase some notable efforts from 2024. Institute members can see many more examples of new product introductions in the robust image vault at P2PI.com.
In October, Estee Lauder began selling its namesake makeup, skincare and fragrance products on Amazon’s Premium Beauty Store, a curated category hub for luxury brands. Participating brands receive a dedicated web page, which Estee Lauder used to highlight best sellers and its “Beauty of Performance” campaign messaging as well as a new virtual foundation tool, exclusive to Amazon, that helps consumers compare and find their preferred shade.
Kraft Heinz leveraged a new capability from Gopuff’s retail media network to prop up the October launch of Delimex’s new crispy quesadillas, one of the brand’s first new products in more than five years. Kraft Heinz created a customizable brand shop via Gopuff Ads dedicated to the two new SKUs, while also depicting other Delimex and manufacturer SKUs. A purple display ad on the app/website’s homepage communicated “new” and “crispy from the microwave” messages and linked to the shop.
In April, L’Oreal’s Redken haircare brand debuted a 3D billboard in New York’s Times Square to showcase a new product collection along with an AR-enabled virtual try-on experience. The billboard promoted the Acidic Color Gloss line, launched in January, with a 30-second video ad that featured two five-minute roadblocks (owning full share of Times Square ad placements) on multiple days. It also invited consumers to “see yourself in Times Square” next to a massive QR code that directed to Redken.com, where they could use an AR filter on their hair and see before-and-after pictures front and center on the 3D billboard via their smartphone.
U.K. cocktail brand Funkin Cocktails promoted the launch of its limited-edition, ready-to-drink vodka martini, made in collaboration with Scottish carbonated soft drink Irn-Bru, at Tesco Superstore. At a store in Allerton, Liverpool, the canned cocktail was spotlighted in October on an illuminated digital header sign above an endcap stocking wine. The screen also promoted a 4-for-3 deal for Clubcard holders.
Spotted in November in the ice cream aisle at a Harris Teeter in Charlotte, North Carolina, a digital touchscreen on a freezer door called Ice Cream Genie invited shoppers to tap to start and “Try a new treat that you’ll love.” The Genie asked shoppers several questions, firstly, “what can we help you find” with a “something new & exciting” option. Clicking on that led to more questions about preference to finally suggest a brand and flavor. In our case, it recommended Yasso frozen Greek yogurt cookies & cream bars.
L’Oreal Paris launched an innovative hair color device and line of cartridges, dubbed Colorsonic, exclusively at Target over the summer. In stores, they collaborated on an account-specific endcap and in-line shelf structure that invited shoppers to “Pick, Pop, Press,” meaning they’ll pick a desired shade from one of 20 options by scanning a QR code depicted on the display, pop the color in their device and press on hair to apply at home.
Mark Anthony Brands’ White Claw promoted the national launch of its Tequila Smash packs at Kroger with violators in the alcohol aisle promoting the offering and a $2 coupon, valid to loyalty members March-May, by scanning a bar code using the retailer’s app or by adding it via Kroger.com.
The Honest Co. teamed up with bilingual publisher Lil’ Libros in August to launch a limited-edition diapers and wipes collection, based on the book “Alebrijes,” exclusively at Walmart. The launch tied into Hispanic Heritage Month (Sept. 15-Oct. 15), and promotional support comprised retailer and brand activity, including Honest enlisting influencers to promote the line across Facebook, Instagram and TikTok. They directed consumers to a brand page within Walmart.com.