When it comes to spirits, in-store activation plays a very important marketing role for the brand.

It often replaces the classic ATL, which is tightly limited by legal regulations. As always, it turns out that even a “plain shelf divider”, can be unusual, because in marketing it is the idea that matters the most.

As it turns out, the “red truck” can be a BTL theme for various brands.

For Coca Cola it is a continuation of its flagship Christmas advertisement, which connects a very strong ATL campaign and in-store activation, which is BTL.

Gas stations put a lot of money into the sales of off-fuel products. One such category which additionally increases the attractiveness of visits to petrol stations is fresh food. Currently, gas stations are developing much faster than fast food chains such as McDonald's, Burger King or KFC.

Large companies very often build their strength in particular categories offering products to consumers under different brands and in a different price segment.

The cash register zone in stores is often referred to as the impulse shopping zone.

100% of customers pass through it and all of them stop there quickly or for longer. The important thing is that, while being here, the customer is still open to purchasing, which makes this area different from zones which are next to the store entrance.