P-O-P Spotlight: Mondelez, PepsiCo, L’Oreal & Others Turn Heads In-Store
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching displays and physical activations that our boots on the ground recently discovered in stores.
In this gallery, we’re showcasing unique displays and product merchandising that particularly stood out in June.
Mondelez International’s Oreo drew attention to its limited-edition collaboration with singer and actress Selena Gomez, which pays homage to her childhood and Mexican heritage. At a Zehrs in Barrie, Ontario, we spotted a massive headphone-shaped display, which stocked the shiny maroon cookie packages on the inside and outside of the Oreo-themed headphones, under an arch. The display invites shoppers to “Try Selena’s signature cookies,” which are imprinted with music‑themed designs, including headphones, a heart‑shaped vinyl, “Selenators” and even Gomez’s signature on a collectible cookie (about one in three packs).
At a Kroger in Plano, Texas, PepsiCo’s Poppi stood out with a commanding spectacular near the refrigerated dairy section. The display featured a large arch in the brand’s signature pink color and surrounding case stacks of individual Poppi cans, as well as a smaller, branded refrigerated display. A TV screen playing Poppi advertisements/visuals on loop was also placed atop the cooler. The display gave off a summer vibe, positioning Poppi as a refreshing, healthy beverage.
L’Oreal’s NYX Cosmetics leveraged June’s designation as Pride Month with an account-specific floorstand at CVS Health tying into the brand’s “Pridemix,” a program that celebrates queer artistry. The display merchandised various colorful beauty products, while communicating a “celebrating LGBTQIA+ musicians of the moment” message. On the back of the purple, music-themed display, NYX spotlights singer Ashley Mehta while also promoting its partnership with the Los Angeles LGBT Center.
Kroger is leveraging the “candy salad” social media trend by uniting multiple candy brands, such as Mondelez’s Sour Patch Kids, Mars’ Life Savers and Ferrara’s Trolli, in a dedicated pallet display. The large pouches of candy are stocked next to large candy bowls also available for purchase to combine shoppers’ desired fixings.
Since 2003, P2PI has served as marketers’ eyes in the aisles and offered its member community access to a robust Image Vault, which today comprises nearly 160,000 images (and counting), across a variety of retailers, product categories, channels, touchpoints and themes. Each month, we will showcase a sampling of eye-catching physical activations and themes from the vault.
