Delicious Hopes to Replay Memories With Jukebox Display

America has a love for its past as well as for its brands, and nothing represents the past better than the Wurlitzer, according to Richard Worth, chairman and chief executive of Delicious/Frookie Co., Des Plaines, Ill. That belief inspired the American Classics display for the "big brand" cookies marketed by the company, including American favorites such as Betty Crocker, Chiquita, Land O Lakes, Musselman's, Skippy and Nestle.The company also believes that the die-cut jukebox replica will generate trial by reminding middle-aged shoppers of their childhood, when they played the Wurlitzer in snack shops and pizzerias.The 39-inch-wide by 84-inch-high by 17-inch-deep display holds up to 15 cases or 180 7- to 12-oz. packages of cookies on 15 shelves. It is free to retailers who order a 20-case minimum.The planogram may be custom-designed in markets where certain brands sell better than others. All units are delivered and filled by the distributor.The displays were designed in house and are intended for use in supermarkets and mass merchants. The cookie merchandisers were introduced in June. Approximately 3,000 of the corrugated displays will be produced.A dump bin, which slips into the bottom shelf, holds two cases of 4-oz. packages of cookies and is offered as an incentive."The American Classics display is a significant leap in the cookie business because it's a Mercedes presentation on a mid-sized Buick display level," explains Worth. "It's a lot of money for displaying less than 20 cases," he says, explaining that most displays of this cost are in the endcap area with 50 or more cases.Will the display sell enough cookies (a minimum of two turns for this display) to be worth the price? Worth believes it will: "We believe in P-O-P; if you're going to spend money, P-O-P is the best place to do it."The American Classics campaign may be complemented by an FSI or trade contest, depending on the success of the new display. Adds Worth: "An effective piece of P-O-P will work on its own. If people aren't buying the product -- especially in the snack category, where 70 percent of purchase decisions are made [in-store] -- then we won't bother with the bells and whistles."

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