DOT 2020: Hershey 'Halloween 2019' Archway

Client: The Hershey Co.Product(s) Promoted: Candy - Reese's, Hershey & Kit-KatDistribution: Mass MerchantsNumber of Stores: 3,000Introduction: 8/1/2019Intended Duration: 12 weeksDimensions (H x W x D): 110” x 122” x 27”Weight: 25 poundsAward Category: Best Sales-Driving SolutionActivation Partners: International Paper Retail Packaging and DisplayDesign of the Times 2020 Contest DeclarationWhat was the objective of the program? Key Objectives: Promote Hershey's products in a unique display to maximize Halloween retail sales supporting the Halloween Adams Family campaign. Create and execute a branded modular/flexible archway display system to promote the popular products. Drive awareness and incremental sales during the Halloween shopping season. Leverage well-Known brand and product packaging. This Archway display was designed to engage all ranges of customers to purchase the product not only for the Halloween Season but also for personal consumption. Must be sturdy enough to withstand the Halloween shopping retail traffic and maintain premium look for three months.Describe the execution of the program: Entry developed utilizing feedback from Hershey's Helping Hands program. Valuable information is gleaned from suppliers accompanying Hershey retail representatives into stores to understand the challenges they face in-store. Improvements made based on these observations. Increased flexibility was key. Bridge on the previous unit wasn't adjustable resulting in many issues. Often components were wasted. Flexibility was achieved by making a telescopic bridge able to easily adjust from 42" to 74". Adding this new bridge adjustability along with the modularity of the unit allows the Hershey retail representatives to setup this unit in all store sizes ranging from small to large environments.What were the results of the program? The anchor items of Hershey's Halloween business, are chocolate assortments, which were routinely merchandised with this Archway display, experienced a 9% - 10% increase in retail sales. Overall Success: This Halloween Archway structure delivered in the most important areas, advertising Hershey brands and drawing shoppers to a part of the store to experience the Halloween season and brand products. Demand for Archway displays amongst retailers has grown and it will be a staple structure for Halloween seasons to come.How does the program match up to the 4C's (command, connect, convey, close the sale) criteria?Entry designed with flexibility in mind as well as eye catching graphic impact. Core components can be used in multiple archway promotions by utilizing lug-ons for customization. The Halloween Archway structure delivered in the most important areas, promoting Hershey brands and drawing shoppers to experience the Halloween season and brand products. Messaging features iconic Hershey brand products in association with the Adams Family characters. The Hershey Halloween Program was a big success by winning in their category. The success came from the prime store placement, away from the cart rail section where similar displays were set up.

DOT 2020: Hershey 'Halloween 2019' Archway

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