When looking for additional sales, it is worth going with additional expositions outside your categories. Below you can see two good examples:

As you can see Coca Cola, as the official partner of the World Championships in Russia, put a lot of emphasis on the display of your drinks in stores.

19/06/2018, the absolute peak of Polish fans engagement and two different approaches of beverage companies at the level of shopper communication. Coca Cola has been consistently building it around the World Championships for over 1.5 months, recently adding pallet displays to TV and game consoles and very extensive, backlight POS materials. Meanwhile, Pepsi, after a very big "football offensive" just before the Championships, came back to promote a new variant of "Pepsi lime". Of course, we're talking about what the shopper sees. The reason for this may be: a conscious marketing decision or the prosaic depletion of "football" POS materials after an intense campaign in May. From the marketing pespective, Pepsi won the qualifiers, and Coca Cola, consistently spreading the "football" accents for the action lasting two months, became the "Master" of the finals.

As we can see cardboard racks are used by Lidl to support their own brand "Cien" and by such giants as PepsiCo or Red Bull.