Sticking Together

Parsippany, N.J. -- For the first time in its history, Cadbury Adams USA rolled out three new line extensions simultaneously. The company took the varying formats, target markets, color schemes, visuals and copy points and blended them into a single, cohesive display launch. Two versions of a corrugated floorstand and one corrugated counter unit showcase the new products: Citrus Samba and Strawberry Breeze Chiclets, Dentyne Tango and Trident Tropical Twist. Catherine Callaway, brand manager for Dentyne, who was instrumental in developing the new displays, says the integrated P-O-P "does a great job of presenting the brands simultaneously, while still showcasing each one individually. While the displays communicate one overarching message, each brand retains its own visuals and copy points through their packaging."The displays landed in supermarkets, c-stores, drugstores and mass merchants during the summer and are expected to remain in place through early fall. Nationwide television, FSI's and print ads support the launch. The TV ads aired in September for Dentyne Tango and Trident Tropical Twist."Though the line extensions vary in many ways, including demographics, we recognized an excellent opportunity from a retail and consumer perspective to present an integrated P-O-P approach," Callaway says. "For retailers, providing a unified display rather than three separate merchandisers for each brand is our way of working with them to condense space. For consumers, we've created an image and experience that gets them excited in-store about these products and helps generate impulse sales." Gum, she says, is extremely impulse-driven, so secondary display space is important.This latest P-O-P initiative differs from Cadbury Adams' previous programs because it emphasizes a color that is not principal to the products it displays. The new off-shelf merchandisers use warm tones and round die-cuts. Normally, more vivid colors and rectangular shapes are used on the company's merchandisers.Callaway says the opportunities presented by the launching of a unified approach across all three brands "challenged us to come up with a bigger, better and more effective display. It was a great learning experience."The floorstands differ from each other mainly in the number of units they hold (one holds 144, the other 288), and both can be free standing or used as power wings. The countertop unit holds 72 units. Sonoco Corrflex, Hartsville, S.C., designed and produced all three units.

Sticking Together

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