Powerade freshens rugby connection
Powerade has launched a new-look point of sale design for its stockists, with the Super 15 rugby teams it sponsors as the focus.
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Hawke’s Bay
Powerade has launched a new-look point of sale (POS) design for its stockists, with the Super 15 rugby teams it sponsors as the focus.
The path-to-purchase imagery has been tailored to each of the teams supported throughout the tournament, with bespoke creative corresponding with the teams supported in each region.
Each adaptation features one of the players scoring a try on a rugby field, and appears across standalone display headers and posters.
“We have showcased the Super 15 teams to connect with shoppers at a regional level, ultimately aiming to increase consideration of purchasing a Powerade as they move through the stores,” says Tracey Evans, marketing manager stills at Coca-Cola New Zealand.
“The new display design reminds shoppers that the Crusaders, Blues, Chiefs, Highlanders and Hurricanes stay hydrated with Powerade.”
The POS redesign is part of an initiative to maximise the existing path to purchase and proactively create purchase behaviour.
The new approach targets consumers while they are within proximity to the store, while they are transitioning through the aisles, at the most impulsive point of the shopper journey, and at the moment of purchase.
“We anticipate this approach will prove to be effective in attracting additional purchasers, enticing shoppers or passers-by to make the transition from unengaged, to considering purchase, to purchasing the product,” Ms Evans says.
“It targets the consumer at multiple relevant moments leading up to purchase, reiterating the opportunity to buy and reminding them of the product benefits.”
NBR Food Industry Week
Fri, 22 May 2015
Fri, 22 May 2015
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Powerade freshens rugby connection
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