Dogwiches Display Triggers Sales for Nestle Purina

Nestle Purina Petcare Co., St. Louis, aimed for the "adorable factor" with its new Dogwiches product and versatile floorstand shipper, says Ron Barlow, Dogwiches brand manager. More than just cute though, the display generated 14% of total dollar sales through the month of May.One of the key goals was to highlight what the Dogwiches dog snack looked like. The dog treats have a beef-flavored chewy middle with a crunchy cookie outside. Actual-size examples were printed on the packaging, and oversized plastic replicas of the dog snack were centered down the middle of the shipper."We knew that the display had to have images of the actual product -- not just on the package -- so that is why we created the display with large replicas of the actual product," says Barlow. "The oversized product replicas are a huge success. We can't keep the consumers from pulling them off the display at retail."Another important feature of the Dogwiches floorstand is that it provides retailers with options. "The Dogwiches display is very versatile, with very little effort required at the store level to assemble. The display's versatility and flexibility comes into play in the ability to satisfy different account needs and parameters," he says. "One option is to use the display as a floorstand. The second option is to eliminate the base -- the base can be thrown away at retail -- leaving two sidekicks that can be mounted on the sides of an endcap for those accounts that have limited floor space."The Dogwiches display rolled out nationally in January, corresponding with the launch of the product and its placement on shelves. At Nestle Purina's top 20 accounts, the display found 80% participation, Barlow says. "We surpassed our goal. We produced enough corrugate for 10,000 displays. We have gone through 85% of inventory in the first six months."Smurfit-Stone Display Group, Sandston, Va., produced the display. It was designed to be pitched after the product sold through. "The goal is for the retailer to order another display once theirs has been emptied," Barlow says.

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