In 2019 Coca Cola introduced something new on the energy drinks market under its own umbrella brand.

This year, their presence in shops is strengthened with interesting stands for canned drinks, which allow the exposition to go beyond the drinks category. It increases the number of potential connections with shoppers and additionally hits their target through expositions of complementary categories.

An interesting comparison of 2 different approaches to consumer communication on “ready to sell” packaging.

The Milka version probably reflects the effect of cost optimization by creating universal packaging, produced on a large scale. The Wawel version, on the other hand, is an approach focusing on maximizing brand communication at the point of sale, and is perhaps even a little too fragmented.

Amber extract, Boutique collection and window cleaner?

An interesting example of marketing brand positioning in the premium segment – an interesting and catchy idea with amber, clear graphics and a black POSM background.

1 exposition, 3 brands?

While multi-brand expositions sometimes occur, in this particular situation shoppers saw the end of 3 different promotions located on 1 cardboard stand. Even worse, the Bahlsen stand was supposed to support 2 limited edition SKUs, which can be seen at the communication level (very interestingly).

A promotional exposition like many others - there is a product, there is POSM, but the communication to the client is barely visible.

Also, while walking along the aisles, the shopper will only see white surfaces.

Either the stand has been installed inside out and what was supposed to have been communicated from afar was left inside, or the idea was as can be seen, but the communication has been placed too low and is covered by the product.