Malibu Floorstand Projects "Fun in the Sun" Image

Projecting the overall image of "fun in the sun" for UDV Northeast's Malibu brand of coconut rum was made easier thanks to the brand's first-ever floorstand. "Our brainstorming for the piece focused on finding ways to project the whole feel of Malibu as a fun drink and the notion of getting away from it all to the islands," says Margaret Parshenov, program coordinator for the Stamford, Conn.-based company. The led to the creation of a surfboard-styled display that marketers found was used well after the summer promotion period ended.Created by Flair Display Inc., Bronx, N.Y., the display was routed from white melamine and imprinted with the Malibu palm-tree logo on its main panel. It features four shelves spaced across the face of the surfboard, with each shelf holding a case of Malibu. The display measures 20 inches wide, 80 inches high and 24 inches deep. "Flair created a great design, and its construction really added to its value," Parshenov explains. "It's sturdy, it holds a lot of product and it takes up little floor space. Those were the key elements to how we approached the piece."The design was well received by retailers, she notes, with its sturdiness providing long-term benefits. "The display is still being used by a number of retailers, because even in the winter, it reminds customers of that 'fun in the sun' attitude that is part of Malibu," Parshenov says. "We're encouraging retailers to continue to restock it and keep it in place. We know a lot are intending to reuse it, and we're hoping they keep it in place even in the winter."In fact, the company is finalizing plans to rerun the display for use next summer in additional accounts. "We received such excellent feedback that we're hoping it's used as a permanent display." Parshenov also reports that because of the strong positioning the display received with accounts, overall sales of the product increased during the summer.

Malibu Floorstand Projects "Fun in the Sun" Image

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