Kraft Adds Trays to Existing Kool-Aid Spinner Racks

Like eggnog and the holidays, the beverage Kool-Aid has a strong seasonal connotation for most Americans (especially kids) -- summertime!Kool-Aid sales, in fact, peak in the late spring and early summer. As a result, marketing managers face a number of P-O-P design challenges. The prime selling season lasts six months, requiring an investment in high-quality, semipermanent displays. When the prime selling season is over, it is difficult to retrieve many of the displays from supermarket floors. And every year, there's pressure to come up with a fresh, new look.Selling season 1995 was no different. According to Lou Pansini, merchandising materials manager for Kraft Foods, White Plains, N.Y., the company was very happy with the functionality of a spinner rack, which it called the "Jumbo Tower" that it had been using in recent years. "This spinner rack works well for us," he says. "Everything is just right on this model."However, the addition of a new product line, Kool-Aid Island Twists, posed a challenge. Kraft managers wanted to showcase the new line on the spinner display without displacing any classic Kool-Aid flavors. But given the timing of the final decision to roll out Island Twists, there was no time left to completely re-tool the Jumbo Tower.New Dimensions Research Corp., Melville, N.Y., came up with a solution. It tooled up a single-sleeve "outrigger" tray that could handle more product. These injection-molded polystyrene trays snapped onto the front of the original tray sections.Larger graphic panels, made out of corrugated, were also added to the spinner. The four-color panels, which feature take-one pads, tout the new Island Twist line. To ensure that this now-slightly-larger rack was stable, New Dimensions designed an outer ring that bolted onto the rack's existing base. The 1995 display measures 29 inches wide, 83 inches tall and 31 inches deep.Pansini says that the redesign was also successful because it accommodated packout needs. "It had to stay pallet-sized so it would cube with the product, which was shipped below it, for efficient trailer loading and warehouse stocking."

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