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Ferrero Rocher's festive treat for shoppers

By Fairy Dharawat | November 11, 2013

Ferrero Rocher collaborated with DMS Retail Works Pvt Ltd to generate an exciting festive buzz with eye catchy displays at retail during this Diwali season. Here's a look.

Diwali is associated with a long tradition of gifting sweets and rich dry fruits. Recently chocolates have made their entry as a preferred chosen gifting option and leveraging this is brand Ferrero Rocher, which has gone all out with some eye catching POP displays to showcase their product uniqueness.
 






Rohit Saini, Sr. Brand Manager at Ferrero India Pvt Ltd said speaking about this, "Ferrero wanted to represent the gifting icon through the mega displays of Ferrero Rocher and that's what the positioning of the brand is too. The iconic displays which were in the form of a gift pack was to symbolize that Ferrero Rocher is the ultimate gift for Diwali and for that matter for any celebrated occasion and hence the iconic display concept in a gift shape was selected from the international display library.”





A huge golden Iconic gift wrap set up with rotating cones comprising dummy Rocher chocolates, rotating displays, LED based Diwali diyas and some micro set ups were all up and ahead at all the leading retails stores to greet the customer right at the entry point.

The brand partnered with DMS along with their agency, Grey, to tweak and convert international reference designs executions to fit the Diwali concept. The task was to get it right and get it perfect. A pan India implementation plan had to be drafted and all units had to be up in the stores well in time to welcome the Diwali season.

Rohit said further while speaking about collaborating with DMS, "Ferrero Collaborated with DMS starting with some small developments but looking at the output and innovation, Diwali was the first major work with them and has been a great success. Ferrero Looks forward to collaborate with them for other brands and on occasions in times to come.”

Mahesh Shinde, Director, DMS Retail Works Pvt Ltd added his take, "The uniqueness of these solutions was the usage of multiple materials and processes and gelling them beautifully to get an output with many hands actually working on each display. The solutions were arrived at with a mix of materials such as wood, metal, thermoforming, acrylic, bubble board, sun board, offset and digital print, paints, LED's , motors and thermacol balls and foil paper as well. The job was very labor oriented post getting the structures in place but it paid off well. Using plain prints instead of the dummy chocolates and plain graphics for Diwali Diyas would have actually lost the essence of the set ups. The Iconic displays were wooden units with graphics made in the shape of a Gift wrap. They had a bow on top painted gold to match the colour and acrylic diyas with blinking LED's for their flames. These Diyas were battery operated and had a charger supplied for the same to the retailer. The rotating cone displays as mentioned were made of thermacol and foil paper to look like real chocolates. We in fact had to supply additional dummies as we got to know of some cases where people have plucked some of them off thinking that they are real ones. Each cone has more than 1200 dummies stuck on them and each dummy had to fixed perfectly with the logo positioned upright. Making these units with dummies stuck on each of them was as much an art as perhaps making the chocolate itself.”

Rohit for his part elaborated on the challenges involved in the dispay,  "The challenge was the time frame given, but DMS Retail has delivered the same in record time and also with the desired quality. Initially the height was an issue with a few stores, but that was also customized by DMS Retail on request maintaining the same aesthetics of the displays.”

According to Mahesh Shinde, the retailer response was very welcoming and the team had to in fact make some additional displays for the some of the POS materials.

Rohit summed up with these words, "Shoppers have been awestruck, looking at the iconic displays and also the rotating Ferrero Rocher Cone which brought alive the feel of being in a European Modern Trade store. Indian displays lack animation and are quite static and mundane in nature. This year customer's delight was doubled with the displays being very promising with their favourite gifting chocolate being displayed on them.”
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