Perrier Rolls Out Wood Displays for Calistoga Bottled Water

When marketers at Perrier Group of America set out to define objectives for a display that would convey the old-fashioned, outdoorsy image of their Calistoga bottled water, they wound up with "a pretty long list," according to Kevin Riter, field marketing manager for the Berea, Calif.-based company."Our goal was to create something that looked great in the stores so the retailers wouldn't toss it away after the first month," says Riter. "We wanted to produce a piece that reflected well on the image of the brands and projected that natural feeling for the product." The Calistoga brand is sold in Northern California through upscale supermarkets, so the team wanted the displays to reflect a Napa Valley atmosphere.Defining the functional requirements of the display also added several bullet points to the wish list. "We wanted to provide a lot of flexibility in which products could be displayed and to ensure a high gross by allowing them to stock different types of multipacks," Riter says. The display also needed to have a small footprint, be shoppable from both sides and include a gravity-feed option to keep the display looking filled.With functional and design goals defined, the Perrier team turned the list over to Lingo Manufacturing Co., Florence, Ky., and asked designers to meet as many of the objectives as they could. One week later, the Perrier marketers received a prototype that fulfilled all of the goals, says Riter.The finished display features four custom-made, stained-wood cases supported through the center on a painted black metal frame. The design allows the crates to be tilted to one side or the other to provide access from both sides while also providing gravity-feed action. The cases also can be tilted all to one side or kept flat if desired. They are adjustable to allow taller packages to be used on some. Each crate includes the Perrier logo burned into the side to provide permanent and strong branding while conveying the outdoor feel. The top rail of each crate can be removed and replaced with metal wire guards if the retailer desires.A wooden header hangs from the overhead wood beam on two short chains, adding visual interest and allowing for quick changes when the sign is updated. It features a screenprinted logo. Casters were considered to add further flexibility in display, Riter notes, but they were eliminated due to the display's overall weight. The display measures 24 inches wide, 72 inches high and 20 inches deep.In order to gain cost advantages in the production run, the design was also used for the company's Poland Springs brand, which is sold in New England. This second version features images of the Maine outdoors, which ties into a similar theme, Riter says. Some 400 displays were produced in all, with 200 used for each brand. They began shipping to stores in January."It offers a really good packout and great versatility," Riter says. "It has received a great response from retailers." Perrier has some of the units in reserve, he notes, and he expects the displays to continue to be used for the next two years.

Perrier Rolls Out Wood Displays for Calistoga Bottled Water

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