Sunkist beats the heat this summer at Big Bazaar stores
By Nabamita Chatterjee | June 12, 2018
The brand took a major drive in stores with various impactful POP properties, including category arch gates, focal point displays, danglers and many others that ensure high visibility at the retail touchpoints.
Future Consumer Limited has recently acquired a long-term agreement right for manufacturing, marketing and selling fruit juice, fruit juice drinks, sparkling beverages and a range of other food products in India from the California-based Sunkist brand. This summer, Future Consumer products has created a buzz in their prime outlets with an impactful in-store activation campaign for Sunkist. The main aim for this campaign was to celebrate ‘Love Summer, Live Sunkist’ in the stores and establish Sunkist as the most visible brand for consumers walking in.
Anuradha Singh, Chief - Experience Design, Future Retail shares with Point-of-Purchase, “Summer being the most important season of the year for beverage brands, we decided to take a major drive in our stores to celebrate the ‘Love Summer, Live Sunkist’ theme. We took up various impact properties in the stores like category arch gates, focal point displays and danglers, which we knew would give us high visibility in the stores.
Apart from this, we also took the impulse buying sections seriously and deployed cash till units, chiller branding, cross promotional units (for e.g. parasites in chips sections) for our smaller SKUs and saw incremental sales.”
The ‘Love Summer, Live Sunkist’ campaign has been so far executed in all Big Bazaar stores across the country but a major drive has been taken in their top performing stores in Mumbai. This has been taken up as a pilot to see the impact of branding and they saw up to 3x increase in sales from other stores. The brand has plans to scale up the campaign through other customer engagement activations and sampling. Anuradha informs, “Especially after seeing the results of this activity, we have planned more in-store consumer engagement activities for our ‘Fusion Drinks’ across 40-50 stores in the country. The activity involves a mixologist who will be making mocktails live with our drinks in the store and sampling to consumers. Fusion drinks as a concept is not understood by consumers and with this activity we aim to make our consumers aware of this new product concept by making them aware of its usage. The initial results for this activity have been very promising and we are excited to see how this pans out for us.”