P-O-P Spotlight: More Unlikely Collaborations at Retail
Each month, the Path to Purchase Institute shines a light on some of the most eye-catching and creative displays and physical activations that our boots on the ground recently captured in stores. For the second time, we’re showcasing retail activations from unique collaborations between unlikely partners. See our first showcase on this topic from January.
J.M. Smucker Co.’s Milk-Bone teamed up with Just Born’s Peeps to launch a seasonal, dog-friendly treat for Easter/spring this year. In March, P2PI spotted two floorstands side by side at a ShopRite in Warwick, New York. The dedicated display called the collaboration, “The paw-fect blend of sweetness and tail-wagging goodness,” while stocking the two limited-edition packages. In a March Instagram update, J.M. Smucker wrote of the new product launch, “Our internal R&D team worked to create these adorable treats inspired by the classic shapes and colors of Peeps, while capturing the perfect marshmallow flavor to ensure a great snacking experience.”
Poppi marked its first movie collaboration with Warner Bros. Pictures’ “A Minecraft Movie,” ahead of the film’s April 4 theatrical release. The partnership stemmed from Poppi's "Soda Thoughts" campaign: the brand's strategy to elevate every major soda moment throughout the year through the lens of a “culture-first, digital-first brand,” according to a media release. As part of the campaign, Poppi designed and released special, limited-edition four-packs of core flavors and individual cans inspired by the video game-inspired film and popular characters. P2PI spotted a dedicated floorstand stocking individual Poppi cans near the checkout at a Jewel-Osco in Northbrook, Illinois. The display combined Poppi’s colorful and retro aesthetic with the film’s creative.
Also Read: Poppi Gets Into Apparel at Target and PepsiCo to Acquire Prebiotic Soda Brand Poppi
A less recent example, but still notable, is Nutrabolt’s C4 Energy collaboration with Unilever’s Popsicle last summer. The drink brand partnered with the frozen treat brand to launch three Popsicle-flavored options: cherry, grape and Hawaiian punch. C4 leveraged Popsicle’s nostalgic appeal and flavors while maintaining much of its branding/creative. P2PI spotted a co-branded floorstand at a Kroger in St. Clair Shores, Michigan, late last year, stocking individual cans near the checkout area.
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.
