P-O-P Spotlight: Unlikely Partnerships 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. This time, we’re showcasing retail activations from unique collaborations between unlikely partners.
Unilever’s Dove teamed up with popular bakery franchise Crumbl for a limited-edition assortment of personal care items, including a body wash and deodorant, inspired by Crumbl’s most popular dessert flavors. The line rolled out in December exclusively at Walmart, taking over a couple of freestanding displays to stock the products in branded Crumbl and Dove shelf PDQs. Affixed signage also communicates a "Delicious cookies meet body care” message.
E.l.f. Cosmetics and Stanley teamed up in October to launch a collection of tumblers and matching tinted lip oil holders exclusively at Target. In stores, a co-branded endcap stocked the limited-edition 30- or 40-ounce FlowState tumblers alongside the e.l.f. lip oil colors they’re based on and matching clip-on lip oil holders. The holders, which quickly sold out, included stickers to customize both containers with images of lips and messages like "got that lip drip."
Coty’s Sally Hansen teamed up with The Hershey Co.’s Reese’s for a Halloween collection of Reese’s-inspired nail polish and ready-to-wear nail designs under the beauty brand’s Instant Dry brand. The collection rolled out across mass-merchants, grocers and e-commerce retailers nationwide in September, and P2PI spotted a dedicated, co-branded floorstand at Meijer near the front of the store.
Kendall-Jackson in April formed a multiyear partnership with the NBA, making the wine brand the Official Wine Partner of the league. In November, P2PI spotted a commanding holiday-themed display in the BevAlc section at a Kroger in Michigan. A clear case resembling a giftbox with a red bow displayed basketballs above cases of Kendall-Jackson wines.
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.