Tropical Motif Adds Splash to Delicious/Frookie Fruit Juice Display

A colorful format that persuades consumers to buy is the rationale behind the display for Cool Fruits fruit juice freezers from Delicious/Frookie Co., Des Plaines, Ill. The tropical motif, which includes two four-color palm trees that flank the display on either side, is intended to create impulse sales.The display holds 17 cases of the all-natural Cool Fruits product, available in three varieties. The display, delivered and stacked by the distributor, is intended to last about four weeks. The 39-inch wide, 84-inch-high and 17-inch-deep unit is free to retailers who order a 30-case minimum.Though 2,000 Cool Fruits displays were created, Delicious/Frookie expects to place only 500 units this year, because its introduction was late for the season. To cut costs, the display was manufactured to coincide with another display. The two share the same base unit but their headers and sides are different. The unused bases will be equipped with new headers and sides, probably to promote the company's Fat Free brand of snack items.The new Cool Fruits display is an upgrade to a smaller presentation for the product that was "significantly less creative," states Richard Worth, chairman and ceo. The new version is much larger with greater visual impact, in order to eliminate what Worth calls "presentation fatigue."Adds Worth: "Consumers get tired of the same presentation. Our goal for P-O-P is to make the most interesting interruption of the consumer's visual field. It's like wrapping the same present but with brighter paper and a bigger bow to heighten the perception of the gift. It's the same with P-O-P: P-O-P is packaging, it's that simple."

Tropical Motif Adds Splash to Delicious/Frookie Fruit Juice Display

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