Hershey Supports NutRageous Intro with Display Program

The introduction of Reese's NutRageous candy bar could not be subtle, especially since Hershey "intended to catch the consumer's eye and generate quick trial of our new product launch, NutRageous," explains James George, manager of merchandising and packaging at the Hershey, Pa., confectioner.The bold, bright orange packaging is carried through to the point-of-purchase display, which also ties in with the advertising campaign, "Give Your Mouth a Party!" The prepacked display holds 360 0.8-ounce, trial-size NutRageous candy bars, which are priced to sell at 25 cents each. "We wanted consumers to make the connection and recognize the logo and brand franchise when it's mixed in with the clutter of candy bars at the checkout," George says.The flexible display will be used as a freestanding floorstand in 80 percent of the retail locations, George notes, although plastic hooks allow it to be easily attached to a power wing. The top half of the display resembles a gravity-fed "bird feeder" and is easily removed from the base for countertop use, he adds.Hershey went with the bird-feeder design because "the unit can sustain longer at retail as the product sells down," George says. "Normally, a retailer takes it down if it's half full. With the bird feeder, we can sell until the product is all down in the bird pouch, and we think it will sustain the display longer," he explains.The unit has a relatively small footprint: 12.5 inches wide by 12 inches deep. As a floorstand, it stands 44 inches high, but that figure is cut to 20 inches when the bird feeder stands alone. Approximately 100,000 displays were designed and produced by Markson Rosenthal & Co., Englewood, N.J. They began appearing in supermarkets, drug stores, mass merchants and convenience stores in February.Preprinted linerboard was laminated to corrugated to achieve "very high-quality printing," George explains, "rather than direct printing on corrugated." The print quality was of extreme importance in representing the national roll-out of NutRageous, he adds, but it was also economical. "It's more cost effective for graphic quality, and it's actually economical in large-volume runs." George budgeted for manufacturing costs of $5 to $6 for each display unit, and he says the final price per unit was "in that range."According to George, the display for the introduction of NutRageous is similar to a unit utilized last year for a separate product introduction for Hershey's Cookies 'N' Mint.

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